MKT 510 Chapter Notes - Chapter 14: The Younger Generation, Marketing Communications, Brand Equity

• School: Ryerson University
• Department: Marketing
• Course: MKT 510
• Professor: Ida Berger

Document Summary

Chapter 14: managing brands over geographic boundaries and. Regionalization: marketers are interested in regional marketing today, however, mass markets are splintering: marketing communications make possible more focused targeting of consumer groups defined along virtually any lines. Any market segment however we define it may be a candidate for a specialized marketing and branding program. Because of increased consumer mobility, better communication via social media and mobile phones, and expanding transnational entertainment options, lifestyles are fast becoming more similar across countries within socio-demographic segments than they are within countries across socio-demographic segments. The younger generation may be more easily influenced by trends and broad cultural movements fueled by worldwide exposure to movies, television, and other media than ever before. In more product categories, the ability to establish a global profile is becoming a prerequisite for success. Economies of scale in production and distribution. Lower marketing costs: the more uniformity across marketing communication activities, the greater potential savings.