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Chapter Objectives
Identify the rationale for adopting a target marketing strategy in
international markets
Identify the requirements necessary for effective international
market segmentation
Introduce the concept of country attractiveness analysis and offer a
blueprint for conducting the analysis
Identify the bases for consumer segmentation and offer company
application examples
Describe the three targeting strategies used by companies
worldwide
Describe the six positioning strategies that international companies
can use to position their brands in the minds of target consumers
International Segmentation
The process of identifying countries and/or consumers
that are similar with regard to key traits, such as
product-related needs and wants, that would respond
well to a product and related marketing mix.
MUST BE performed at country level AND at
consumer level.
Measurability
Substantiality
Stability over time
Accessibility
Actionability
Differential response
International Macro-Segmentation
Market potential indicators:
International Macro-Segmentation,
continued
Political, legal and financial environment
of country
Ethnic conflict
History of war engagement
Antiforeigner sentiment
Recent nationalization activities
Legal ambiguity
Trade barriers
Exchange rate controls
International Macro-Segmentation,
continued
Marketing support infrastructure
International Macro-Segmentation,
continued
Strength of brand brand franchise
Degree of market fit with company policies,
goals, and resources
Micro-Segmentation
Basis for Segmentation
Demographic
-
Age
Occupation
Education
Income
Ethnicity
Race
Nationality
- Life-cycle stage
- Social class
- Urbanization
Micro-Segmentation, continued
Basis for Segmentation
Hofstede dimensions:
Power-distance
Masculinity-femininity
Uncertainty avoidance
Individualism-collectivism
Global segments:
Global teenagers
Global elite
Micro-Segmentation, continued
Basis for Segmentation
Benefit Segmentation
Geographic
Micro-Segmentation, continued
Basis for Segmentation
Usage
-
Nonusers
Occasional users
Medium users
Heavy users
User Status
-
Differentiated
Concentrated
Undifferentiated
Identify competitors
Determine how they are perceived by consumers
Determine positioning in consumers minds
Analyze customers
Select positioning
Monitor position
Attribute/Benefit
Price/Quality
Uses or Application
Product User
Product Class
Competition
Chapter Summary
Rationales and requirements for adopting target
marketing strategies in international markets
Country attractiveness
Bases for consumer segmentation and company
application examples
The international targeting strategies
The positioning strategies