Effect of Global Youth Culture

The importance of international marketing increased in the last years in a context in which market saturation and competition broke out within different branches. The analysis of foreign markets became more important for enterprises, because of the increasing internationalization of the business activity. While at the beginning of the internationalization, standardization and differentiation just considered domestic markets, today market segmentation is taken on global extent because of intensified individualisation of behaviour 's demand of the consumers. It can happen, that consumers of different countries due to increased mobility, assimilation of demographic structure and better communication and information technologies, show more similarities in their demand than consumers in the same country. Changes in consumer 's behaviour as well as shortened product life cycles by increasing expenditures for research and development, indicate the necessity and the potential in cross-border segmentation, taking into consideration marketing activities on a global scale. The existence of trans-national target groups should not be universally easy taken by enterprises, the different backgrounds must me examined before the respective products are placed on the market.

2. Global youth culture
Youth is a psycho-social phenomenon, a part of the population organised into many subcultures, which because of a high consumption affinity, appears attractive for enterprises. According to Kellner and Kahn “Global youth culture is the trans-disciplinary category by which theorists and policy analysts attempt to understand the emergence of the complex forms of hybrid culture and identity that increasingly occur amongst youth throughout the world due to the proliferation of media like film, television, popular music, the Internet and other information and communication technologies in their everyday lives”.
A new global youth culture is emerging due to modern media and