From the course: International Marketing Foundations
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Who is the new global consumer?
From the course: International Marketing Foundations
Who is the new global consumer?
- Increasingly, today's consumers are relying on social media, the internet, and customer rating scores to gather information on what to buy and where to go. And as a result, we're seeing the rise of the global consumer. Nowhere is this more apparent than the global teenager. Thanks to the widespread use of smartphones, today's music, fashion, politics, arts and games, you name it, circle the globe in minutes. These digital natives capture what strikes them at the moment, comment on it, and send it on to the rest of the world. The rise of the global consumer means marketers can now find ideas, concepts and messages that have global appeal. Also, a critically important marketing tool for you to consider is the online customer review. I'm sure you are quite familiar with the five-star ratings seen on the numerous online markets and shops. Regardless of where you intend to market your products and services, the most…
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