MindMap Gallery MARKET AND SEGMENTATION IN AND INTERNATIONAL CONTEXT

MARKET AND SEGMENTATION IN AND INTERNATIONAL CONTEXT

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

Edited at 2021-07-23 04:54:17

Nguyễn Hải My

MARKET AND SEGMENTATION IN AND INTERNATIONAL CONTEXT

Nguyễn Hải My

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Outline

MARKET AND SEGMENTATION IN AND INTERNATIONAL CONTEXT

CULTURE

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

INTERNATIONAL CONSUMER MARKET SEGMENTS

DEMOGRAPHICS

Gender

Age

Income

Education

Ethicity

PSYCHOGRAPHICS

GEOGRAPHIC AREA

GEODEMOGRAPHIC SEGMENTATION

CONSUMER TYPE

Global Consumers

Glocal Consumers

Local Consumers

BENEFIT SEGMENTATION

USAGE SEGMETATION

REGIONAL AND NATIONAL SEGMENTATION

Wants and needs

Money to spend

Willingness to spend

Language

Regionally bades market segments

GREEN MAREKTING AND SUSTAINABILITY-ORIENTED SEGMENTS

CONSUMER PREFERENCES

GREEN BY NECESSITY

ETHICAL ISSUES IN INTERNATIONAL SEGMENTATION

A MARKET SEGMENT ANALYSIS

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)?

SEGMENTATION AND THE BOTTOM-OF-THEPYRAMID

PRODUCT

PRICING

DELIVERY

PROMOTION

INTERNATIONAL BUSINESS-TO-BUSINESS MARKET SEGMENTATION

METHODS OF SEGMENTING BUSINESS-TO-BUSINESS MARKETS

Segmentation by industry

Segmentation by size

Geograohic Location

Prodcuct Usage

Customer Value

DUAL CHANNEL MARKETING

INTERNATIONAL MARKET SEGMENTATION

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 NATURAL OF MARKETS

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.