1/ Culture

Definition: Culture is the characteristics of a particular group of people, defined by everything from

language, religion, cuisine, social habits, music and arts. Today, in the United States as in other countries

populated largely by immigrants, the culture is influenced by the many groups of people that now make

up the country.

• Spelling of name

Name of Americans own name written in the first name, then the middle name and finally is surname.

Surname taken from their father and do not taken from their mother.

• Way of communicating

Except for some special cases, Americans often call each other by their first name. However, there are

some common principles that foreign traders should follow.

For once direct contact or by mail first, should call each other by Mr., Mrs., Miss, Ms. or Dr. and then is

surname.

• Greeting

As in other places in the United States, shaking hands is a common greeting .Sometimes , man with

woman or woman with woman greet each other by hugging, and even has the cheek to cheek or kiss

cheek each other. Forms are usually offered only to those who are longtime friends, or at least have

known each other well.

• Equal treatment for women

• Equal treatment with the other races

2/ Market segmentation

• Market segmentation: dividing a market into distinct groups of buyers who share the same or

similar attitudes and patterns of behavior.

• Market can be segmented by:

₊ Demography

₊ Geography

₊ Age

• Demography:

₊ Nestlé’s demographic segmentation than they will find that our product is for everyone.

People from any area, any culture, any age, any sex, any belief and an income will use it.

It is not any luxury item which is used by a specific people.

• Geography:

₊ The company segments its market geographically on divisional basis. They divide each

division in different zones and every distributor is restricted to sale its products.

• Age:

₊ The products for everyone, for all age, for all social. Anyone can use the products

as per need.