Consumers (Global)
Customers in markets worldwide; increasingly interconnected through: travel, internet, media, global brands.
Real World
Netflix launched in over 190 countries by 2016, reaching consumers whose tastes had converged around binge-watching serialised drama — a habit shaped by global internet access and shared social media trends.
Exam Focus
When asked to 'analyse', link global consumer convergence to a specific business opportunity such as standardisation or reduced marketing costs.
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