MARKET AND SEGMENTATION IN AND INTERNATIONAL CONTEXT
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A comprehensive mind map about the international market segmentation.
Main ideas of this mind map:
Culture
International Consumer Market Segments
Regional And National Segmentation
Green Marketing And Sustainability-Oriented Segments
Ethical Issues In International Segmentation
A Market Segment Analysis
Segmentation And The Bottom-Of-The-Pyramid
International Business-To-Business Market Segmentation
International Market Segmentation
The Natural Of Markets
Main ideas of this mind map:
Culture
International Consumer Market Segments
Regional And National Segmentation
Green Marketing And Sustainability-Oriented Segments
Ethical Issues In International Segmentation
A Market Segment Analysis
Segmentation And The Bottom-Of-The-Pyramid
International Business-To-Business Market Segmentation
International Market Segmentation
The Natural Of Markets
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Outline


Elements of culture
Values
Norms
Folkways and Mores
Roles and Schemas
Clutural Characteristics
Language, Dialects, Slang
Customs and Rituals
Religions
Social Institutions and Practices
Common Attitudes and Beliefs
Aesthetics (Concept about beauty)
Views Toward Education (for both genders, by wealth, incom, or social status)
CULTURE AND VALUES
Hofstede's Value Dimensions of Culture
Power distance
Individualism-Collectivism
Massculinity-Femininity
Uncertainty Avoidance
Short-or Long-Term Orientation
Apply Cultural Values To Marketing Activities
Culture Constructs Developed in Project GLOBE
Value Levels
Country Examples of High/Low Scores on Hofstede's Cultural Values
Individual-Level Values
Links Between National and Individual Values
CULTURE AND BEHAVIORS
Cultural Imperatives
Cultural Electives
Cultural Exclusives
CULTURE AND PURCHASING BEHAVIOR
Aesthetics
Religion
Subcultures and countercultures
Cultural change

DEMOGRAPHICS
Gender
Age
Income
Education
Ethicity
PSYCHOGRAPHICS
GEOGRAPHIC AREA
GEODEMOGRAPHIC SEGMENTATION
CONSUMER TYPE
Global Consumers
Glocal Consumers
Local Consumers
BENEFIT SEGMENTATION
USAGE SEGMETATION

Wants and needs
Money to spend
Willingness to spend
Language
Regionally bades market segments

CONSUMER PREFERENCES
GREEN BY NECESSITY


ASSESSING MARKET POTENTIAL
1. Availability of financial resources
2. Availability of potential substitutes
3. Ability to offer attractive benefits
4. Current product availability
5.Consumer awareness of the product
ASSESSMENT CRITERIA
Measurability: Can the segment be quantified and identified?
Accessibility: Can the segment be reached?
Profitability: Is the segment large enough to generate profits?
Actionability: Can a marketing program be designed to stimulate interest and behavioral responses (purchases)?

PRODUCT
PRICING
DELIVERY
PROMOTION

METHODS OF SEGMENTING BUSINESS-TO-BUSINESS MARKETS
Segmentation by industry
Segmentation by size
Geograohic Location
Prodcuct Usage
Customer Value
DUAL CHANNEL MARKETING

A market segment is a set of businesses or group of individual consumers with distinct characteristics
For a market segment to be segment to be viable in the eyes of the marketing team, it must pass four tests:
(1) Those within the segment should be homogenous or have similar characteristics
(2) These segment must differ from other groups and the population as a whole
(3) Sufficient demand must be present to make the segment financially feasible
(4) Methods to reach the market must exist, both in terms of physical delivery of the item and in term of the marketing messages that would entice customers to make purchases

The STP APPROACH
Segmentation: consists of identifying all potential customer groups that are viable for purposes of marketing products and services
Targeting: component of the STP approach involves selecting the market segments the firm intends to target or each
Positioning is creating perception in the minds of consumer about the nature of a company, it brands, and its products and service.