Global 7 Segment and Positioning.ppt

Global 7 Segment and Positioning.ppt - Chapter 7...

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Chapter 7 SEGMENTATION AND POSITIONING
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Learning objectives Approaches to international market segmentation Various bases for country segmentation Different international positioning strategies Differences between global, foreign and local consumer culture positioning
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Reasons for international market segmentation The rationale for international markets is the same as domestic ones. Ideally, segments should be: measurable how accurate is “income” measured in Vietnam? sizeable how big is the emerging middle class in Cambodia? accessible Can consumers in those segments be reached? actionable will the target segment respond to my global pricing strategy?
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Reasons for international market segmentation There are also some additional considerations for international markets competitive intensity could be very important for a small business when considering entry into a foreign market growth potential how does growth compare to the domestic market the company is currently in? Euro economy grows at just 2% p.a. Vietnam has an annual compound growth over ten years of just under 10%
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Reasons for international market segmentation Country screening International marketing research Entry decisions Positioning strategy Marketing mix
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Country screening Preliminary screening of the country takes place prior to serious market research being undertaken Helps break down large groups of possible markets into a handful of market opportunities the country might consider
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International marketing research Companies make an effort to design
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  • Summer '13
  • Caroline Nguyen
  • Marketing, Country Segmentation

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