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| Author: | Vulpian, A. de |
| Title: | L'emergence de typologies transnationales = Emergence of transnational typologies |
| Journal: | Revue Francaise du Marketing
1989 : AUG-SEP-OCT, NO. 124. p. 67-72 |
| Index terms: | MARKET STRUCTURE SOCIAL STRUCTURE CONSUMER DEMAND MARKETING MARKET FORECASTING MARKET SEGMENTATION |
| Language: | fre |
| Abstract: | It is demonstrated that the worldwide sociocultural changes and the globalization of markets is decreasing the differences in consumption of Japanese, American and European customers. In addition, other trends are also analyzed in detail: the development of a more flexible and less hierarchical social structure; the advancement of autonomy and diversity. These fundamental transformations are making new requirements for the marketing of the next decade: a new way of description of markets and customers is needed. As an aid to this methodological task three transnational typologies of customers are offered characteristic to different market segments and different patterns of consumer behaviour. |
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