1. Global Markets and Buyers

2. Developing an international marketing strategy
Segmenting
Targeting
Positioning

3. Reasons for Global Market Segmentation
Country Screening
Entry Decisions
Global Market Research
Positioning Strategy & Marketing Mix Policy

4. Bases for Country Segmentation
Demographics
Socioeconomic Variables
stages of economic development
Per capita income
Culture
Political Conditions
Behavior-Based Segmentation
Life Style

5. “Think” and “Feel” Country Clusters

6. Plot of Concentration Versus Category Growth: Chocolate Industry

7. Chocolate Market
Two-Cluster Solution

8. Three-Cluster Solution
Chocolate Market
Three-Cluster Solution

9. Properties of a Market Segment
Measurable
Sizable
Accessible
Actionable
Competitive Intensity
Growth Potential

10. Bases for Global Segments
Geographic
Demographic
Psychographic
Behavior
Benefits

11. Average Monthly Expenditures for Chinese Households National and Urban Areas - 1994
National Urban Areas
Food (includes eating out) $22.10 $38.00
Savings
Clothing
Child's Education
Home (includes Rent & Utilities)
Daily Goods other than Food
Medical Expenses & Drugs
Entertainment
SOURCE: Gallup China.

12. Life Style
Exhibit : Typology of European Car Market

13. Roper Starch Worldwide Global Study
40,000 consumers in 40 countries
Shopping Styles
Deal Makers (29%) - love the buying process
Price Seekers (27%) - place primary value on the product that they are buying
Brand Loyalists (23%) - purchase name brands and remain true to them
Luxury Innovators (21%) - seek new, prestigious brands

14. How the World Shops
Source: “How the World Shops,” Advertising Age, June 5, 1995, p.3.

15. How the World Shops
Source: “How the World Shops,” Advertising Age, June 5, 1995, p.3.

16. How the World Shops
Source: “How the World Shops,” Advertising Age, June 5, 1995, p.3.

17. Emerging Middle Class Asian Yuppies - Having it all
Levels of income & purchasing patterns in developing countries v. prosperous economies
Demand for goods in emerging markets v. mature markets
è Market segmentation issues

18. International Positioning Strategies
Global Positioning and Segmentation Strategies
Universal Segment / Uniform Positioning Theme
Universal Segment / Different Positioning Themes
Different Segment / Different Positioning Themes

19. Global Positioning & Segmentation Strategies