Deciding on the marketing program. International marketing mix

7 important questions on Deciding on the marketing program. International marketing mix

What is the traditional focus: geographic segmentation?

- Most traditional and widely used
- Cheap and easy to use. Countries are already gathered in areas.
- Coherent with the need to consolidate company results at an international level (area or geographic organization).

What are cross-national segments?

Demographic, Lifestyle and behavior segmentation
- International segments of consumers that seek to satisfy their needs in the same way, with the same ''satisfier'' (universal product)
- Consumer country of origin is not relevant
- Consumers from different countries might be fairly homogenous

What specific global segments can be identified?

- Luxury goods market
   Some authors believe that this is the only real global segment, the need for status is shown in the same way almost everywhere in the world. 

In terms of need, not in taste

- ''Global middle class teenagers '' : Another global segment
  with a high sensitivity to ideas
  factors of fashion and novelty
  imitation
  they respond to behavioral models imposed by their opinion leaders
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How can you target different segment in each country

- The same products can target different segments in different countries
- Positioning become heterogeneous: adapting marketing mix to different markets is required

What does the product life cycle and adoption look like and what is the link with segmentation and marketing strategy?

The segmentation and marketing strategy is usually dependent on the product life cycle stage of every one of the countries
- Research and development: innovators
- Introduction: early adopters
- Growth: Early majority
- Maturity: Late majority
- Decline: laggards

In what point is your product? Target different types of groups with different products. 

What are the market expansion strategies?

- The segmentation strategy can also be dependent on the geographic expansion strategy alternatives. 

Within country market segments and
Country-level expansion
S1,S2,S3,S4

BENEFITS; small target market/ easy and cheap etc.

What is selecting the right segments to target about?
Or how do we know if the market segmentation is valid?

- Number of segments -> manageable
- Size of the segments -> profitable
- Segment characteristics -> will my company understand them?
- Differences among segments -> Do these deserve a differentiate mix? (yes they do)

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