Market Segmentation in European Markets

Market Segmentation in European Markets PDF

Author: Natalie Zonis

Publisher: GRIN Verlag

Published: 2009-11-10

Total Pages: 23

ISBN-13: 3640468473

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Seminar paper from the year 2009 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Applied Sciences Berlin, course: International Management, language: English, abstract: Marketing is onmipresent. The contemporary human being is permanently confronted with marketing in all its expressions. Today’s consumers are persistently faced with a downright overflow of advertisement, sales promotion, commercials in all media channels, real and virtual, with conscious and unconscious stimuli. However, the ability of every targeted customer to perceive information is very limited. But even a smaller percentage of advertising messages can be recognized and considered as being relevant. Therefore consumers often feel harassed by the quantity and quality of advertising and react protective, especially when they don’t belong to the target group of the advertised product or service. Budget waste and damage to the brand image can be a disastrous result. But what does really make a customer a buyer? What are the trigger factors that motivate the customer to shop and convince him to purchase a product again and again? This is a question every single company in every single industry on today’s globalised market is confronted with. And the answer seems to be so simple: the right marketing strategy together with its proper implementation lead a business to success and market shares to growth. One of the most important tools of strategic marketing is market segmentation. In this Term Paper I would like to emphasize the significant relevance of market segmentation in the European and global markets. At the beginning the position of market segmentation within the strategic management is determined. As the environment in which marketing occurs is crucial it is amplified in the following chapter. Further on market segmentation is defined and set into the historical and modern frame of strategic management and marketing. Finally, functionality, the common failures and problems in the use of that strategic instrument are particularized and possible solutions are offered

The Segmentation of Europe

The Segmentation of Europe PDF

Author: Mark Baimbridge

Publisher: Springer

Published: 2017-11-11

Total Pages: 300

ISBN-13: 1137590130

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This book explores economic developments across Europe in relation to its apparent segmentation, as disparities widen between core and periphery countries. In contrast to previous literature, the scope of analysis is extended to Europe as a continent rather than confining it solely to the European Union, thereby providing the reader with greater insight into the core/periphery nexus. The authors commence with a critical appraisal of economic thinking in relation to regional trade agreements and monetary integration. In relation to a number of EU economies, the book addresses issues of a liquidity trap, deflation, and twin deficits, together with the interconnection between exchange rates and current account balances. Importantly, they extend the discussion of segmentation through a series of focused case studies on Russia, Brexit and emergence of the mega-regionals.

Marketing in Central and Eastern Europe

Marketing in Central and Eastern Europe PDF

Author: Erdener Kaynak

Publisher: Routledge

Published: 2014-02-04

Total Pages: 116

ISBN-13: 1317948874

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Since the sudden opening of the markets in Central and Eastern Europe (CEE) in 1989, there has been a growing need to investigate the fundamental changes occurring in the countries’marketing environment, the lucrative market opportunities created by the changes, and the inscrutable marketing practice followed by local and international companies. Marketing in Central and Eastern Europe helps you understand the changes taking place in these valuable and challenging markets and introduces you to the emerging opportunities and effective marketing strategies to be employed in the region. Researchers specializing in CEE business; managers of international companies operating in or contemplating entering CEE markets; and students studying CEE business, East-West business, or marketing in transitional economies will better understand the region by examining issues of cross- cultural inquiry, commonality, and market segmentation. Marketing in Central and Eastern Europe also provides you with: a region-relevant market analysis to determine environmental dimensions of emerging markets a preliminary report on market-entry strategies in Poland an assessment of foreign direct investment opportunities in Hungary a study of Western-style marketing applied in transitional economies an analysis of marketization and Westernization used as classifying dimensions information on increasing the validity of post-command economy research and application Although the book’s chapters cover a variety of topics and use different research approaches and methodologies, they have a common theme--there is a great interest in, and an equally great need to scientifically investigate, rapidly emerging market opportunities, marketing-environment issues, and marketing-strategy problems with respect to transitional economies of Central and Eastern Europe.

Wages of Segmentation

Wages of Segmentation PDF

Author: Satish Saberwal

Publisher: Orient Blackswan

Published: 1995

Total Pages: 238

ISBN-13: 9788125005179

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Professor Saberwal Examines And Compares The Growth And Development Of Social Institutions In India And Europe. In Doing So, He Analyses The Church And Kingship In Medieval Europe And The Transformations In The Patterns Of Interlinkages Between Them; The Rise Of Institutions In Europe; The Patterns Of Literacy In Both Europe And India In A Diachronic Perspective. The Book Concludes With An Examination Of The Political Structures And Institutions, As Well As The Experiences, Of Europe And India.

Active Sport Tourism

Active Sport Tourism PDF

Author: Heather J. Gibson

Publisher: Routledge

Published: 2020-05-21

Total Pages: 150

ISBN-13: 0429576528

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This volume serves to expand theory-driven understandings of active sport tourism by showcasing five empirical studies examining a variety of active sport tourism contexts. These include table tennis at the World Veteran’s Championships, ultramarathon, running/cycling/triathlon, skiing/snowboarding, and a range of issues such as active ageing and travel-related carbon footprints. The volume also seeks to explore possibilities for future directions in active sport tourism and act as a catalyst for ongoing scholarly inquiry. Travelling to take part in active sporting pursuits is growing in popularity around the world. Active sport tourism encompasses travel to participate in a myriad sports, as well as in competitive participatory sport events. Much of the recent growth in active sport tourism is associated with travel to compete in participatory sport events, notably the "big city" international marathon events; amateur running, triathlon, and cycling events; Masters Games; and team sport tournaments. While the broader sport tourism research literature has tended to focus on spectator-oriented sports events, particularly the mega events such as the Olympic Games, it is only recently that a concerted research agenda in active sport tourism has emerged, making this volume innovative and relevant. This book was originally published as a special issue of the Journal of Sport & Tourism.

Marketing Issues in Western Europe

Marketing Issues in Western Europe PDF

Author: Erdener Kaynak

Publisher: Routledge

Published: 2004

Total Pages: 186

ISBN-13: 0789028379

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Marketing Issues in Western Europe: Changes and Developments has been co-published simultaneously as Journal of Euromarketing, volume 14, numbers 1/2 2004.

Food, People and Society

Food, People and Society PDF

Author: Lynn J. Frewer

Publisher: Springer Science & Business Media

Published: 2013-03-09

Total Pages: 467

ISBN-13: 3662046016

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A unique insight into the decision-making and food consumption of the European consumer. The volume is essential reading for those involved in product development, market research and consumer science in food and agro industries and academic research. It brings together experts from different disciplines in order to address the fundamental issues related to predicting food choice, consumer behavior and societal trust in quality and safety regulatory systems. The importance of the social and psychological context and the cross-cultural differences and how they influence food choice are also covered in great detail.

Consumer preferences in a comparative European market research study

Consumer preferences in a comparative European market research study PDF

Author: Sarah Kniel

Publisher: GRIN Verlag

Published: 2003-06-07

Total Pages: 151

ISBN-13: 3638197387

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Diploma Thesis from the year 2002 in the subject Business economics - Market research, grade: 1,0 (A), University of Kassel, language: English, abstract: Experiencing new and different cultures has been part of my life. The time abroad – more than a third of my life - has led to many interesting personal and professional experiences. This has helped me deal with new and unknown situations and respect tolerance as a most important value. Out of this interest I seek to understand and learn more about different cultures. Eventually, one realises that differences in cultures might exist but are they really as significant as generally assumed? This question is of great importance for modern economy of these days. In view of the modern world as a global market, the question seems to be – can cultural aspects be ignored? To what extent can and do they influence our thoughts and habits? Bolloré’s market study in cooperation with 6 European universities provided an opportunity to analyse to what extent consumer behaviour is dependant on cultural aspects. Our comparison of European consumer preferences might help to give some attempt to whether we can assume that geographical boundaries are the only factors dividing nations within the European Union. My research is guided by the very basic question: ‘Even though European countries are linked geographically and politically, and seem to be moving towards a more and more homogeneous union, to what extent can they be considered as one entity?’

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