Papers on "Target Marketing in Foreign Countries" and similar term paper topics

Paper #061740 :: Target Marketing in Foreign Countries
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This paper discusses ethical and cultural factors for target marketing in foreign countries.

Written in 2005; 10,355 words; 40 sources; APA; $ 207.95

Paper Summary:

This paper explains that, while the techniques involved in segmenting foreign marketplaces do not differ dramatically from their domestic counterparts, there are certain cultural, religious, ethnic, age and gender-related issues, which may confound even the most carefully crafted marketing campaign. The author points out that consumer-based studies attempt to determine specific characteristics of consumers in foreign or domestic markets, which differentiate them from other consumers; such target marketing initiatives usually focus on traditional demographic (age, income, education) and psychographic (attitudes, values) segmentation variables. The paper identifies several criteria, which companies can use to evaluate the efficacy of expanding their operations into any given foreign marketplace: (1) Product transportable and cost, (2) transferability of competitive advantage, (3) inter-firm transferability of resources and (4) need to adapt to local market conditions. Includes the proposal for the project. Table and graph.

Table of Contents
Introduction
Review and Discussion
Background and Overview
Target Marketing for Global Penetration
Conducting Strategic Market Research
Ethical and Cultural Considerations in Target Marketing
Discussion
Conclusion

From the Paper:

"The first two steps concern consumer research or the identification of exactly who shops and buys in the store, where they live, what and when they buy, how frequently they shop, how much they spend, and how they use the product purchased. The third step is concerned with product or actual in-store opinion tabulations using focus groups or informal meetings with customer, and the penultimate step is concerned with market analysis. White notes that the final step involves a comprehensive assessment of the competitive situation within the marketplace for the industry involved. This can be accomplished using any of the standard market analysis techniques such as a SWOT, a Porter's five forces model or a PESTLE."

Tags: fragmentation segmentation research efficacy women

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