Going Global: Segmentation, Targeting,

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Going Global Segmentation, Targeting,
Positioning

• Chapter. 7

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Global Market Segmentation

• A companys effort to __________ and categorize
  groups of customers and countries according to
  ____________ characteristics.
• When identifying global market segments, a
  fundamental guiding principle should be the need
  to determine ______________________
  ______________________________.

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T. Levitt ___________ of Consumption

• Consumers in different countries increasingly
  seek __________ and that the same _______
  segments are likely to show up in multiple
  ______________________.
• ______________ suggests that this trend,
  (Pluralization of Consumption or Segment
  Simultaneity), provides an opportunity for
  marketers to pursue one or more segments on a
  ________________________.

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• _________________ of Consumption
• Many _______________ _____________________
  foods pizza sushi, for example, are enjoying
  popularity in many countries of the world.

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Conventional Wisdom view of Global Segmentation
(5)

• 1. Assumes ___________________ between countries.
• 2. Assumes ___________________ within any given
  country.
• 3. Focuses heavily on __________-level cultural
  differences.

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• 4. Segmentation relies heavily on
  __________________ of national markets.
• 5. Within-country ______ segments are assigned
  _________________ priority.

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Global Market Segmentation Variables

• I. Demographic
• a. __________
• b. population
• c. _________

• d. gender
• e. _________
• f. occupation

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• Which country is home of 1 of every 5 people in
  the world

• A. Brazil
• B. India
• C. China
• D. Indonesia
• E. US

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World population in May 2005 was approximately
______________
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A global company can potentially reach ____ of
the world income by targeting consumers in the
______________
_______________

• _______________

_______
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According to data cited in Chapt. 7, which
country ranks 1 in terms of per capita income
which country ranks 1 in terms of per capita
income adjusted for purchasing power parity

• France D. Luxembourg
• Japan E. Brazil
• Germany

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II. Psychographics a. ______________ b.
______________ c. ______________
i.e., Porsche AG used psychographic segmentation
in its effort to boost U.S. Sales
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Psychographic Profiles of Porches American
Customers (5)
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Psychographic

• __________________ Driven ambitious. Care
  about power and control. _________ to be
  notices.
• 2. ____________ _______-money. A car, even an
  expensive one, is just a car, _________ extension
  of ones personality.

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• 3. _________________ Ownership is what counts. A
  car is a trophy.

4. _________________ Cosmopolitan jet setters
and thrill seekers. Car heightens excitement.
5. ______________________ Car represents a form
of escape. Dont care about impressing others.
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• III. Behavioral Characteristics
• Behavior segmentation focuses on whether or not
  people ____________ a product, as well as how
  _________, ______ much they use or consumer.
• a. usage rate _________ rule heavy,
  medium, light, non-users.
• b. ______________ past, present, future
  product usage

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• Behavioral Segmentation Tobacco companies are
  targeting ________________ because the
  ________________ are heavy smokers. They consumer
  _____ of all cigarettes sold worldwide each year.

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• IV. Benefits _____________
• Benefit segmentation focuses on the numerator of
  the value equation the _____ in V B/P
  (________ _________/______).
• This approach is based on marketers superior
  understanding of the _____________ a product
  solves the __________ it offers.

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_______________________

• The act of ________________ and
  _____________________ market segments and then
  selecting one or more of them to serve with
  products or services.

___________
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Criteria used to make Targeting Decisions

• 1. Current and expected __________

Computers
1 computer for every ________ people
1 computer for every ___ people
China
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• 2. Potential ____________________

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• 3. ____________________ and ______________________
  
• 1st. Does the product create _________ for target
  customer?
• 2nd. It is necessary to determine whether
  adaptation ______________ if so, is it
  ____________________ justifiable in terms of
  expected sales?

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• 3rd. ______________ restriction, high tariffs, or
  a _________ home country currency may drive up
  prices, will this eliminate demand?
• 4th. The questions is whether the pursuit of a
  particular segment is ______________ with the
  companys overall goals establish sources of
  competitive advantage.
• Perhaps the ______________ question.

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____________________ Strategy

• I. ____________________ global marketing
  (__________________ target marketing)
• It involves creating ___________ marketing mix
  for a broad ______ market of potential buyers.

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By virtue of its nearly universal mass appeal,
___________ comes closest to meeting the criteria
of standardized global marketing.
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• II. ___________ Global Marketing
• it is closely related to the concept of
  ____________ marketing. A niche is simply a
  ____________ segment of the global market.
• These companies define their markets
  ________________ and strive for global ________
  rather than national _____________.

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____________________ pursues a concentrated
(_____________) global marketing strategy by
focusing on the ________________ segment.
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Concentrated Global Marketing
These companies target the _________ segment
(_________) of the market.
_______________ 360,000
_____________________ watch 17,000
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Concentrated Global Marketing
This company caters to consumers in many
countries who wish to purchase ________________
beauty aids and cosmetics that have not been
tested on animals.
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• III. _____________________ Global Marketing
  (__________________ Targeting)

targeting ___________________ distinct market
segments with ______________ marketing mix
offerings.
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_______________ Global Marketing
Land Rover Discovery (_______________)
Land Rover Range Rover (____________)
Land Rover Freelander (_____ _____________)
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______________________

• The act of differentiating a product in the
  ________ of the customer in ________ to the
  offerings of competitors

____________________________
___________________
________________________
__________________________________________________
_
____________
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Position Strategies

• I. ____________/____________
• i.e., _______________ ads stress safety features
  and protection in the event of a crash.

Volvo safety first
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• ___________/__________ i.e., ____________ Trucks
  that emphasize the fuel-efficiency of the
  companys diesel engines.

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• II. ____________/_________

Example
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• III. _________/__________
• Example
• ________________________

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• IV. ______________________ Implicit or
  ________________ reference to competitors can be
  an effective positioning strategy

i.e., The __________________ All natural
ingredients, No animal testing, Recyclable
containers.
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Global Foreign Consumer Culture Positioning

• I. _____________________________________ Culture
  Positioning (GCCP)
• A strategy that identifies the brand as a
  _________________ of a particular global culture
  or segment.

It has proven to be an effective strategy for
communicating with global teens, cosmopolitan
elites, globe-trotting laptop warriors
(____________________________ Culture).
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_________________ position themselves as a brand
concerned with the unity of human kind.
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• GCCP categories of products
• 1. _______________________ Frequently purchased
  on the basis of __________________ product
  features.
• a. _______________________ products
  ________________

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• b. _________________ products __________ or
  recreation-oriented __________________

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• c. ___________________ products
  products/services that speak for themselves in
  advertisements. i.e., ____________________

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• 2. _______________________ Marketing H-T
  products requires less emphasis on _____________
  information and more emphasis on
  _____________________.
• Consumers are generally energized by
  _____________ motives rather than _____________
  ones. i.e., __________________________

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• ________________________ Products Upscale
  fragrances, pizza, mineral water.

Products with a _____________ Theme Product that
have a global appeal by virtue of their
____________________. The American-ness of
Levis, Marlboro, and Harley-Davidson.
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• II. __________________________ Culture
  Positioning
• It associates the brands ________, _______
  occasion, or production origins with a foreign
  country or culture.

i.e., ____________________ How to speak
Australian