Ethno Marketing targeting - Turkish people in Germany

Turkish people in Germany

Business & Finance, Marketing & Sales
Cover of the book Ethno Marketing targeting - Turkish people in Germany by Pinar Sözer, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Pinar Sözer ISBN: 9783640095995
Publisher: GRIN Publishing Publication: March 22, 2008
Imprint: GRIN Publishing Language: English
Author: Pinar Sözer
ISBN: 9783640095995
Publisher: GRIN Publishing
Publication: March 22, 2008
Imprint: GRIN Publishing
Language: English

Research Paper (undergraduate) from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2, Fontys University of Applied Sciences Venlo, language: English, abstract: Germany is a country with a high number of migrant groups. More than 8% of Germany's residents have their roots in a foreign country. With a number of more than two million, Turkish migrants reflect the hugest group of aliens within the German borders. However, does the German Economy ignore around 3 % of Germany's total population. Only a few companies did realize the high potential of this migrant group so far, the remaining organizations with an annual turnover of more than two million Euro ignore or do not recognize the outstanding potential this customer group reflects. This is why this report at hand is going to reflect the high potential of this segment as it will describe how to implement ethno marketing applied to this certain migrant group 'Turks' in Germany effectively. The report is structured clearly, starting with a general definition and history of ethno marketing The following chapter will first discuss the necessary theoretical background on segmenting, targeting and positioning strategies. Subsequently followed by applying the 'STP' Strategy by means of the successful introduced ethno marketing strategy of Ay Yildiz Kolay Kart, a SIM Card especially developed for Turks in Germany. The segmentation process of the STP, will be conducted on the basis of geographic, demographic, psychographic and behavioural criteria. The psychographic segmentation will describe a segmentation process that has been carried out by the Agency Lab One and the company Gesellschaft für Innovative Marktforschung (GIM) in 2002. After the segmentation, the report will describe the target group for the SIM card, resulting from the previous segmentation process. The positioning of 'the Kolay Kart' will be described next. Subsequently, the Marketing Mix, namely the product, price, promotion and place, Ay Yildiz did apply will be described further. Finally, a recommendation concering the introducement of ethno marketing for the Turkish community will be provided.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Research Paper (undergraduate) from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2, Fontys University of Applied Sciences Venlo, language: English, abstract: Germany is a country with a high number of migrant groups. More than 8% of Germany's residents have their roots in a foreign country. With a number of more than two million, Turkish migrants reflect the hugest group of aliens within the German borders. However, does the German Economy ignore around 3 % of Germany's total population. Only a few companies did realize the high potential of this migrant group so far, the remaining organizations with an annual turnover of more than two million Euro ignore or do not recognize the outstanding potential this customer group reflects. This is why this report at hand is going to reflect the high potential of this segment as it will describe how to implement ethno marketing applied to this certain migrant group 'Turks' in Germany effectively. The report is structured clearly, starting with a general definition and history of ethno marketing The following chapter will first discuss the necessary theoretical background on segmenting, targeting and positioning strategies. Subsequently followed by applying the 'STP' Strategy by means of the successful introduced ethno marketing strategy of Ay Yildiz Kolay Kart, a SIM Card especially developed for Turks in Germany. The segmentation process of the STP, will be conducted on the basis of geographic, demographic, psychographic and behavioural criteria. The psychographic segmentation will describe a segmentation process that has been carried out by the Agency Lab One and the company Gesellschaft für Innovative Marktforschung (GIM) in 2002. After the segmentation, the report will describe the target group for the SIM card, resulting from the previous segmentation process. The positioning of 'the Kolay Kart' will be described next. Subsequently, the Marketing Mix, namely the product, price, promotion and place, Ay Yildiz did apply will be described further. Finally, a recommendation concering the introducement of ethno marketing for the Turkish community will be provided.

More books from GRIN Publishing

Cover of the book Recent changes in the constitution of Great Britain by Pinar Sözer
Cover of the book Wittgenstein's Lion by Pinar Sözer
Cover of the book Developing a small business - German pub 'Stammtisch' by Pinar Sözer
Cover of the book Implementing CRM systems by Pinar Sözer
Cover of the book The Effectiveness of Habitual Residence as a Connecting Factor in the Conflict of Laws by Pinar Sözer
Cover of the book 'European Integration since 1945 has contributed to saving rather than undermining the European nation state' - A discussion by Pinar Sözer
Cover of the book Transatlantic Trade and Investment Partnership. Side effects of an economic treaty on national security policy by Pinar Sözer
Cover of the book Making History and Making it Over by Pinar Sözer
Cover of the book The Democratic Republic of the Congo - Analysis, Initiatives and Recommendations to a Major Conflict in the Heart of Africa by Pinar Sözer
Cover of the book Restructuring the German Welfare State. Health Care Policy and Reform in Germany by Pinar Sözer
Cover of the book Poetic Justice in William Faulkner's 'Absalom Absalom' by Pinar Sözer
Cover of the book The Concept of Love in Shakespeare's 'A Midsummer Night's Dream'' by Pinar Sözer
Cover of the book The Dynamics, Magnitude and Scope of MRSA Health Care Associated Infection Concomitant with the Politics in the NHS on the Health Act 2006 by Pinar Sözer
Cover of the book Ein kleiner Einblick in die Geheimnisse von Turgenevs ,,Senilia' by Pinar Sözer
Cover of the book Death in Jack London's 'The Law of Life' by Pinar Sözer
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy