1. Going Global: Segmentation, Targeting, & Positioning
Chapter. 7

2. Global Market Segmentation
A company’s 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: ______________________ ______________________________.

3. 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 ________________________.

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

5. Conventional Wisdom view of Global Segmentation (5)
1. Assumes ___________________ between countries.
2. Assumes ___________________ within any given country.
3. Focuses heavily on __________-level cultural differences.

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

7. Global Market Segmentation Variables:
I. Demographic:
a. __________
b. population
c. _________
d. gender
e. _________
f. occupation

8. Which country is home of 1 of every 5 people in the world:
A. Brazil
B. India
C. China
D. Indonesia
E. US

9. World population in May 2005 was approximately: ______________

10. “A global company can potentially reach ____% of the world income by targeting consumers in the ______________
_______________
_______________
_______

11. According to data cited in Chapt
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

12. II. Psychographics:
a. ______________
b. ______________
c. ______________
i.e., Porsche AG used psychographic segmentation in its effort to boost U.S. Sales

13. Psychographic Profiles of Porche’s American Customers: (5)

14. 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 one’s personality.

15. 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. Don’t care about impressing others.

16. 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

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

18. 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.

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

20. Criteria used to make: Targeting Decisions
1. Current and expected __________
Computers
1 computer for every ________ people:
1 computer for every ___ people:
China

21. 2. Potential ____________________

22. 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?

23. 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 company’s overall goals & establish sources of competitive advantage.
*Perhaps the ______________ question.

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

25. By virtue of its nearly universal mass appeal, ___________ comes closest to meeting the criteria of standardized global marketing.

26. 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 _____________.

27. ____________________ pursues a concentrated (“_____________”) global marketing strategy by focusing on the ________________ segment.

28. Concentrated Global Marketing
These companies target the _________ segment (_________) of the market.
_______________: $360,000+
_____________________ watch: $17,000

29. 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.

30. III. _____________________ Global Marketing (__________________ Targeting):
targeting ___________________ distinct market segments with ______________ marketing mix offerings.

31. _______________ Global Marketing
Land Rover – Discovery – (_______________)
Land Rover – Range Rover (____________)
Land Rover – Freelander – (_____ _____________)

32. ______________________
The act of differentiating a product in the ________ of the customer in ________ to the offerings of competitors:
___________________
____________________________
________________________
___________________________________________________
____________

33. I. ____________/____________:
Position Strategies
I. ____________/____________:
i.e., _______________ ads stress safety features and protection in the event of a crash.
Volvo safety first

34. ___________/__________: i. e
___________/__________: i.e., ____________ Trucks that emphasize the fuel-efficiency of the company’s diesel engines.

35. II. ____________/_________:
Example:

36. III. _________/__________:
Example:
________________________

37. IV. ______________________: Implicit or ________________ reference to competitors can be an effective positioning strategy:
i.e., The __________________: All natural ingredients, No animal testing, & Recyclable containers.

38. 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”).

39. _________________ position themselves as a brand concerned with the unity of human kind.

40. GCCP categories of products:
1. _______________________: Frequently purchased on the basis of __________________ product features.
a. _______________________ products: ________________

41. b. _________________ products: __________ or recreation-oriented: __________________

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

43. 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., __________________________

44. The American-ness of Levis, Marlboro, and Harley-Davidson.
________________________ 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.

45. i.e., ____________________: “How to speak Australian”
II. __________________________ Culture Positioning:
It associates the brand’s ________, _______ occasion, or production origins with a foreign country or culture.
i.e., ____________________: “How to speak Australian”