【4-2课件+页面音频】 Segmentation (62 pages)

After reading this chapter, you should be able to:

A. Explain what is meant by market segmentation and positioning and what bases on which we can choose to segment a market;

-Reasons for International Market Segmentation

B. Understand the basic requirements for market segmentation;

C. Evaluate how to segment a market – the basic process

-International Market Segmentation Approaches

-Segmentation Scenarios

-Bases for Country Segmentation

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 management has chosen its target segments, management needs to determine a competitive positioning strategy for its products.

 
 
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