International  Marketing

Marketing is a technique used by companies, lobbies and institutions when they want to create a new service, product or ideology, that aims to target a specific group of individuals who share similarities may they be cultural, religious, intellectual, geographical, physical, financial or sharing similar values in order to get a desired impact on them (make them want to buy products or services; satisfy their needs; share innovations, etc.)

For example: – products for obese people

– hair products for Afro women

– shoes and bags in faux leather for vegans

We have here different products used each time by a precise group of people: Obese people / Afro women / Vegans

Marketing which can be find in any form of business (supermarkets, shops, …), can also be perceived as a way of making people need what they only wantby observing, experimenting and analysing their tastes and attitudesin order to adopt an adapted and correct strategy, likely to succeed.

For example: – Girls like pink and boys like blue: produce bikes with the 2 colors to sell more.

– Afro women need specific hair care: sell hair products adapted to them.

– Vegans don’t use animal-derivated products: design faux leather shoes.

– Spreading an apple smell next to apples will make encourage to buy.

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Intercultural

Intercultural: Culture is an intangible common set of beliefs, behaviours and values whose representation can be seen or touched. It is shared or partially shared by individuals and makes them feel like they belong to a group. It is often acquired through education or experiences. One culture, determined by aspects such as geography, generations or common interests, can include sub-cultures. The adjective “intercultural” refers to the interaction between these different cultures.