Segmentation, Targeting, and Positioning. Global Marketing Chapter 7. Market Segmentation. Represents an effort to identify and categorize groups of customers and countries according to common characteristics. Targeting.
Assumes heterogeneity between countries
Assumes homogeneity within a country
Focuses on macro level of 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 countriesContrasting Views of Global Segmentation
Skiing became a sport in Norway where it was invented 4,000 years ago.
Population (2009 est.): 67.0 million.
Labor force (2009 est.): 38.4 million.
Annual population growth rate (2009 est.): 0.5%.
Ethnic groups: Thai 89%, other 11%.
Religions: Buddhist 93%-94%, Muslim 5%-6%, Christian 1%, Hindu, Brahmin, other.
Languages: Thai (official language)
Education: Years compulsory--9.
Literacy--94.9% male, 90.5% female.
Life expectancy--70.51 years male, 75.27 years female.
Agriculture (12% of GDP): Products--rice, tapioca, rubber, corn, sugarcane, coconuts, soybeans.
Industry Types--tourism, textiles, garments, agricultural processing, cement, integrated circuits, jewelry, electronics, petrochemical etc.
Merchandise exports--$188.8 billion.
Major markets--ASEAN, EU, China, U.S., Japan, and Hong Kong. Merchandise imports--$175.5 billion.
Major suppliers--Japan, ASEAN, China, the Middle East, EU, and U.S.
Porsche example from SRI International
Single segment of global market
Look for global depth rather than national breadth
Ex.: Chanel, Body Shop
Differentiated global marketing
Two or more distinct markets
Wider market coverage
Ex.: P&G markets Old Spice and Hugo Boss for MenTarget Market Strategy Options
Beer is associated with this German’s culture; the symbol on his shirt is not German!