Case Study 1 - international marketing Essay Example | Topics and Well Written Essays - 500 words

Case Study 1 - international marketing - Essay Example They then seek out characteristics, such as prestige-oriented attitudes or general lifestyle, and then develop advertising and integrated communications strategies to meet these needs. It is segmentation and then response to market identification using language that would be accepted by these groups. Divide and conquer segments â€Å"must be revisited to ensure relevance† (Schwarz, 2007, p.1). Question 2 This paradox fits into Acer’s strategy as it is recognized that global markets are products and local markets are people. There is no standardized method of achieving marketing success due to the fact that people across the globe, even if they have similar demographic traits, will not have the same buying behaviors. Businesses that believe they can use standardized advertising and communications principles are engaging in paradoxical thinking (sagepub.com, 2007). Local markets can be easier identified with and segmented while global markets are more difficult to define. Acer spent a great deal of time learning Chinese buyer behaviors, such as feelings about product reputation, that helped standardize segmentation and ad strategies in this specific culture. Globally, however, Acer must adapt these principles to meet unique market needs.