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picture1_Ppt Marketing Mix 79349 | Keegan Gm4 Ch07


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File: Ppt Marketing Mix 79349 | Keegan Gm4 Ch07
market segmentation represents an effort to identify and categorize groups of customers and countries according to common characteristics 2005 prentice hall 7 2 targeting the process of evaluating segments and ...

icon picture PPT Filetype Power Point PPT | Posted on 06 Sep 2022 | 3 years ago
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        Market Segmentation
          Represents an effort to identify and 
          categorize groups of customers and 
          countries according to common 
          characteristics
        © 2005 Prentice Hall                             7-2
        Targeting
          The process of evaluating segments and 
          focusing marketing efforts on a country, 
          region, or group of people that has 
          significant potential to respond
        © 2005 Prentice Hall                             7-3
        Global Market Segmentation
          Defined as the process of identifying 
          specific segments—whether they be country 
          groups or individual consumer groups—of 
          potential customers with homogeneous 
          attributes who are likely to exhibit similar 
          responses to a company’s marketing mix.
        © 2005 Prentice Hall                             7-4
           Contrasting views of global 
           segmentation
              Conventional Wisdom               Unconventional Wisdom
               – Assumes heterogeneity           – Assumes emergence of 
                 between countries                  segments that transcend 
               – Assumes homogeneity                national boundaries
                 within a country                – Recognizes existence of 
               – Focuses on macro level             within-country differences
                 cultural differences            – Emphasizes micro-level 
               – Relies on clustering of            differences
                 national markets                – Segments micro markets 
               – Less emphasis on within-           within and between 
                 country segments                   countries
          © 2005 Prentice Hall                                              7-5
        Global Market Segmentation
          Demographics
          Psychographics
          Behavioral Characteristics
          Benefits sought
        © 2005 Prentice Hall                             7-6
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...Market segmentation represents an effort to identify and categorize groups of customers countries according common characteristics prentice hall targeting the process evaluating segments focusing marketing efforts on a country region or group people that has significant potential respond global defined as identifying specific whether they be individual consumer with homogeneous attributes who are likely exhibit similar responses company s mix contrasting views conventional wisdom unconventional assumes heterogeneity emergence between transcend homogeneity national boundaries within recognizes existence focuses macro level differences cultural emphasizes micro relies clustering markets less emphasis demographics psychographics behavioral benefits sought...

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