 Targeting and Reaching Transnationals and Transnational MobilesChapter Chapter 4 in Transnational Marketing and Transnational Consumers, 2013, pp 59-63 from Springer Abstract: Abstract So far we have established that a significantly large mobile population is out there; immigrants, tourists, students and connected others. The total numbers are expressed in hundreds of millions. Then we also have a potentially larger number of consumers we call transnationals, including cosmopolitans. The challenge in terms of targeting is apparent. Once the transnational and mobile segments are identified, marketing managers need to select only customers that their organisation can serve well and profitably. This can be done by employing multiple segmentation bases while integrating mobility and movement in their sets of variables. Segmenting customers with similar characteristics across national boundaries is common for many companies such as BMW or Mercedes with their high end cars targeting an affluent group of customers across the world. Some of these customers are non-mobile transnationals while others are mobiles, including immigrants and minority clients. Keywords: Mobile Service; Mass Customisation; Smart Device; Mobile Phone User; Affluent Group (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-642-36775-5_4 Ordering information: This item can be ordered from DOI: 10.1007/978-3-642-36775-5_4 Access Statistics for this chapter More chapters in SpringerBriefs in Business from Springer |
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