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International Marketing Segmentation, Targeting, and Positioning

International Marketing Segmentation, Targeting, and Positioning. Dana-Nicoleta Lascu Chapter 7. Chapter Objectives. Identify the rationale for adopting a target marketing strategy in international markets Identify the requirements necessary for effective international market segmentation

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International Marketing Segmentation, Targeting, and Positioning

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  1. International Marketing Segmentation, Targeting, and Positioning Dana-Nicoleta Lascu Chapter 7

  2. 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

  3. International Target Marketing • Identify consumer segments with similar traits • Select segments company can serve efficiently • Develop products tailored to each segment • Offer products to the target market: • Communicate traits that differentiate the product

  4. 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.

  5. Requirements for Effective International Segmentation • Measurability • Substantiality • Stability over time • Accessibility • Actionability • Differential response

  6. International Macro-Segmentation • Market potential – indicators: • Gross domestic product (GDP) per capita • Industrial and agricultural sector statistics • Market size and potential • Consumer buying power • Investment figures (FDI, other trade statistics)

  7. 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

  8. International Macro-Segmentation, continued • Marketing support infrastructure • Availability and reliability of distribution and logistics providers • Availability of competent partners for strategic alliances • Quality of telecommunication and transportation infrastructure • Availability of other service providers: • Marketing research firms • Financial firms • Management consulting firms…

  9. International Macro-Segmentation, continued • Strength of brand – brand franchise • Degree of market fit with company policies, goals, and resources

  10. Micro-Segmentation • Basis for Segmentation • Demographic • Age • Occupation • Education • Income • Ethnicity • Race • Nationality • Life-cycle stage • Social class • Urbanization

  11. Micro-Segmentation, continued • Basis for Segmentation • Psychographic: lifestyles, values, attitudes, interests, opinions • Hofstede dimensions: • Power-distance • Masculinity-femininity • Uncertainty avoidance • Individualism-collectivism • Global segments: • Global teenagers • Global elite

  12. Micro-Segmentation, continued • Basis for Segmentation • Benefit Segmentation • Geographic

  13. Micro-Segmentation, continued • Basis for Segmentation • Usage • Nonusers • Occasional users • Medium users • Heavy users • User Status • User of competitors’ products • Ex-users • Potential users • First-time users • Regular users

  14. Country Screening and Selection • Assign importance score to each country screening criteria • Evaluate country performance on each of the screening criteria • Calculate country attractiveness score

  15. Target Market Decisions • Differentiated • Identify or create market segments desiring different product benefits and target each segment with a different brand and different marketing strategies • Example: Procter & Gamble

  16. Target Market Decisions, continued • Concentrated • Select only one market segment and target it with a single brand • Example: Mont Blanc pens

  17. Target Market Decisions, continued • Undifferentiated • Aim the product at the market with a single strategy regardless of the number of market segments • Example: powder milk, beans

  18. Positioning the Brand • Identify competitors • Determine how they are perceived by consumers • Determine positioning in consumer’s minds • Analyze customers • Select positioning • Monitor position

  19. Positioning the Brand, continued • Attribute/Benefit • Price/Quality • Uses or Application • Product User • Product Class • Competition

  20. 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

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