TAILIEUCHUNG - Lecture Global marketing management (7th edition): Chapter 7 - Masaaki Kotabe, Kristiaan Helsen

Chapter "global segmentation and positioning", what you should learn from chapter 7: What the sovereignty of nations means and how it can affect the stability of government policies; how different governmental types, political parties, nationalism, targeted fear/animosity, and trade disputes can affect the environment for marketing in foreign countries; the political risks of global business and the factors that affect stability;. | Chapter 7 PowerPoint Global Segmentation and Positioning Chapter Overview 1. Reasons for International Market Segmentation 2. International Market Segmentation Approaches 3. Segmentation Scenarios 4. Bases for International Market Segmentation 5. International Positioning Strategies 6. Global, Foreign, and Local Consumer Culture Positioning 7. Appendix Chapter 7 Copyright © 2017 John Wiley & Sons, Inc. Introduction Variation in customer needs is the primary motive for market segmentation. Most companies will identify and target the most attractive market segments that they can effectively serve. In global marketing, market segmentation becomes especially critical because of wide divergence in cross-border consumer needs and lifestyles. Once the company has chosen its target segments, management needs to determine a competitive positioning strategy for its products. Chapter 7 Copyright © 2017 John Wiley & Sons, Inc. 1. Reasons for International Market Segmentation Segments ideally should possess the following set of properties: Identifiable Sizable Accessible Stability Responsive Actionable Chapter 7 Copyright © 2017 John Wiley & Sons, Inc. 1. Reasons for International Market Segmentation Country Screening Global Marketing Research Entry Decisions Positioning Strategy Resource Allocation (Exhibit 7-1) Marketing Mix Policy Balance between standardization and customization Chapter 7 Copyright © 2017 John Wiley & Sons, Inc. Exhibit 7-1: Market Clustering Approach for Instant Coffee Chapter 7 Copyright © 2017 John Wiley & Sons, Inc. 2. International Market Segmentation Approaches International segmentation procedures: Country-as-segments or aggregate segmentation (See Exhibits 7-2 and 7-3.) Disaggregate international consumer segmentation Two-stage international segmentation Standard country segmentation classifies prospect countries on a single dimension (., per capita GNP) or on multiple dimensions—cultural, socioeconomic, .

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