1. INTERNATIONAL MARKETING MANAGEMENT
SESSION 7:
MARKET SEGMENTATION 1

2. INTERNATIONAL SEGMENTATION STRATEGIES
Country Segments
Macro-Country Segments
Cross-National Segments
Regional
Global 2

3. 3

4. 4

5. Cross-national segmentation based on:
SUMMARY
Segmentation across countries is more complex than within a country, and also needs to consider cross-national groups.
Cross-national segmentation based on:
Demographics, e.g. high income, children, teenagers
Specific interests (e.g. “green” consumers, animal rights, gardening)
Attitudes (e.g. worldmindedness) 5