International Marketing Management IMMCH07.ppt

* ***在國際市場區隔時所找的元素要符合這幾個原則 * * * * * * ***做三種區隔的想像的時候要如何搭配 * * * * * * * Nurturers:每天需要跟朋友在一起跟朋友分享 Hedonists: 快樂主義者 Social-rationals: 擅於社交 Self-directed: 自律性的人 * * 1 全球視為單一市場 * * ***三種文化的地位 GCCP: nike/benneton LCCP: 黑松沙士 FCCP: IKEA Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Global Marketing Management * Chapter 7 Global Segmentation and Positioning Chia-Wen Hsu 2011/04/01 Chapter Overview 1. Reasons for International Market Segmentation 2. International Market Segmentation Approaches 3. Segmentation Scenarios 4. Bases for Country Segmentation 5. International Positioning Strategies 6. Global, Foreign, and Local Consumer Culture Positioning * Introduction Variation in customer needs is the primary motive for market segmentation. Most companies will identify and target the most attractive market segments that they can effectively serve. In global marketing, market segmentation becomes especially critical because of wide divergence in cross-border consumer needs and lifestyles. Once the management has chosen its target segments, management needs to determine a competitive positioning strategy for its products. * 1. Reasons for International Market Segmentation Segments ideally should possess the following set of properties: Identifiable Sizable Accessible Stable Responsive Actionable * 1. Reasons for International Market Segmentation Country Screening Global Market Research Entry Decisions Positioning Strategy Resource Allocation (Exhibit 7-1) Marketing Mix Policy Balance between standardization and customization * * Exhibit 7-1: Market Clustering Approach for Instant Coffee 2. International Market Segmentation Approaches International segmentation procedures: Country-as-se