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.
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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!