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Global Markets and Buyers

Global Markets and Buyers. Developing an international marketing strategy. Segmenting Targeting Positioning. Reasons for Global Market Segmentation. Country Screening Entry Decisions Global Market Research Positioning Strategy & Marketing Mix Policy. Bases for Country Segmentation.

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Global Markets and Buyers

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  1. Global Markets and Buyers

  2. Developing an international marketing strategy • Segmenting • Targeting • Positioning

  3. Reasons for Global Market Segmentation • Country Screening • Entry Decisions • Global Market Research • Positioning Strategy & Marketing Mix Policy

  4. Bases for Country Segmentation • Demographics • Socioeconomic Variables • stages of economic development • Per capita income • Culture • Political Conditions • Behavior-Based Segmentation • Life Style

  5. “Think” and “Feel” Country Clusters

  6. Plot of Concentration Versus Category Growth: Chocolate Industry

  7. Chocolate Market Two-Cluster Solution

  8. Chocolate Market Three-Cluster Solution

  9. Properties of a Market Segment • Properties • Measurable • Sizable • Accessible • Actionable • Competitive Intensity • Growth Potential

  10. Bases for Global Segments • Geographic • Demographic • Psychographic • Behavior • Benefits

  11. Average Monthly Expenditures for Chinese Households National and Urban Areas - 1994 National Urban Areas Food (includes eating out) $22.10 $38.00 Savings 11.40 17.00 Clothing 5.60 9.00 Child's Education 4.70 7.00 Home (includes Rent & Utilities) 4.30 8.20 Daily Goods other than Food 3.50 4.80 Medical Expenses & Drugs 2.30 4.00 Entertainment 1.30 3.20 SOURCE: Gallup China.

  12. Life Style Exhibit : Typology of European Car Market

  13. Roper Starch Worldwide Global Study • Shopping Styles • Deal Makers (29%) - love the buying process • Price Seekers (27%) - place primary value on the product that they are buying • Brand Loyalists (23%) - purchase name brands and remain true to them • Luxury Innovators (21%) - seek new, prestigious brands 40,000 consumers in 40 countries

  14. How the World Shops Source: “How the World Shops,” Advertising Age, June 5, 1995, p.3.

  15. How the World Shops Source: “How the World Shops,” Advertising Age, June 5, 1995, p.3.

  16. How the World Shops Source: “How the World Shops,” Advertising Age, June 5, 1995, p.3.

  17. Emerging Middle Class • Asian Yuppies - Having it all • Levels of income & purchasing patterns in developing countries v. prosperous economies • Demand for goods in emerging markets v. mature markets èMarket segmentation issues

  18. International Positioning Strategies • Global Positioning and Segmentation Strategies • Universal Segment / Uniform Positioning Theme • Universal Segment / Different Positioning Themes • Different Segment / Different Positioning Themes

  19. Global Positioning & Segmentation Strategies

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