Consumer Research For the Global Market: Segments and Themes

Lynette S. Unger, Miami University
Teresa J. Domzal, George Mason University
ABSTRACT - This paper examines some of the reasons for the strong resurgence of interest in global marketing and some implications for consumer research. A distinction between multinational and global marketing is made and the extent to which major corporations are already employing global branding and advertising strategies is discussed. Consumer research currently takes a multinational rather than global approach to cross-cultural similarities as well as differences. Emphasis on psychographic rather than geographic segmentation would be more appropriate to global marketing. Two universal themes, play and leisure and prosocial behavior, are presented, which might be employed in crosscultural promotion.
[ to cite ]:
Lynette S. Unger and Teresa J. Domzal (1986) ,"Consumer Research For the Global Market: Segments and Themes", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 672.

Advances in Consumer Research Volume 13, 1986      Page 672

CONSUMER RESEARCH FOR THE GLOBAL MARKET: SEGMENTS AND THEMES

Lynette S. Unger, Miami University

Teresa J. Domzal, George Mason University

ABSTRACT -

This paper examines some of the reasons for the strong resurgence of interest in global marketing and some implications for consumer research. A distinction between multinational and global marketing is made and the extent to which major corporations are already employing global branding and advertising strategies is discussed. Consumer research currently takes a multinational rather than global approach to cross-cultural similarities as well as differences. Emphasis on psychographic rather than geographic segmentation would be more appropriate to global marketing. Two universal themes, play and leisure and prosocial behavior, are presented, which might be employed in crosscultural promotion.

For further information, write to:

Professor Lynette S. Unger / Marketing Department / Miami University / Oxford, Ohio 45056

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