Global Segmenting and Positioning-2011

Global Segmenting and Positioning-2011 - Segmentation,...

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Unformatted text preview: Segmentation, Targeting and Positioning Multinational Marketing MKT 359 International Market Segmentation More crucial to do than in domestic markets Wide variety of cross-boarder needs and wants Goal is to break down the market for a product or service into different groups of consumers who differ in their response to a firms marketing mix Segmentation-Difficulties Over 228 nations, each with its own: Culture Business ethics Language Customs Beliefs Religions Income distribution patterns Race Etc. Market Segments should be Identifiable Sizable Accessible Stable Responsive Actionable Reasons for Segmentation Country screening Global Market Research Entry decisions Positioning Strategy Resource Allocation Marketing Mix Policy Contrasting Views of Global Segmentation When looking at markets with geographic constraints can limit your market and may be miss out on a potentially large market. Important to look at global customers that may have similar wants and needs, with some variation Can be classified as conventional and unconventional approaches Segmenting Approaches Country-as-segment (aggregate segmentation) Disaggregate International Consumer Segmentation Two-stage International Segmentation Bases for Country Segmentation...
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This note was uploaded on 03/25/2011 for the course MKT 359 taught by Professor Pope during the Fall '11 term at Grand Valley State University.

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Global Segmenting and Positioning-2011 - Segmentation,...

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