2. Market Segmentation. Represents an effort to identify and categorize groups of customers and countries according to common characteristics. 3. Targeting. The process of evaluating segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond.
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Chapter 7 Segmentation, Targeting, and Positioning
Assumes heterogeneity between countries
Assumes homogeneity within a country
Focuses on macro level cultural differences
Relies on clustering of national markets
Less emphasis on within-country segments
Assumes emergence of segments that transcend national boundaries
Recognizes existence of within-country differences
Emphasizes micro-level differences
Segments micro markets within and between countries