Calls of consumer revolution: marketers should employ ways to reach out to China's eager buyers

Article Abstract:

A study of Chinese consumers showed that while there is a significant increase in consumerism in the country, much of the consumer actions are dictated by the effects of advice of other people. Marketers can take advantage of this aspect of Chinese consumer behavior to improve their marketing and advertising campaigns for Chinese consumers to develop brand loyalty. Consumer behavior in China is dictated not only by products which they can afford, but also on products that confer some form of status and prestige to their consumption behavior.

Consumer Behavior, Research, Column, Product management

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Who is the Chinese consumer?: segmentation in the People's Republic of China

Article Abstract:

Chinese consumers are far more varied than they used to be. The wide diversity of consumer groups is determined by modern Chinese society. Most females of a young age like to purchase makeup and clothes if with disposable income. Young middle-aged men shop for their families while young people in Shanghai tend to spend money on entertainment. Other consumer variations are described. Multinational corporations have started to address individual groups with specialist advertising campaigns.

Social aspects, Advertising

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Eager to meet global demands, multinationals rely more on overseas experience in boardroom

Article Abstract:

Overseas assignments are no longer the exclusive domain of middle managers as more and more executives of multinational companies are being assigned to foreign posts. Foreign-experience requirements for top managers are seen as an offshoot of the growing need of global companies to target ever-growing foreign markets. This trend is observed not only in American companies but also in Asian multinationals that want to enter the markets of their neighboring countries.

Management, Human resource management, Appointments, resignations and dismissals, Employment abroad, Overseas employment, Executives

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