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.
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Sirkeci, I. (2013). Targeting and Reaching Transnationals and Transnational Mobiles. In: Transnational Marketing and Transnational Consumers. SpringerBriefs in Business. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36775-5_4
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DOI: https://doi.org/10.1007/978-3-642-36775-5_4
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