The Global Market

1
The Global Market
2
The Global Market

• I. The Global Triangle
• II. Global Market Segmentation Bases
• 1) Demographics
• 2) Psychographics
• - BBS Global Scan
• - Euroconsumer study
• 3) Behavioral Segmentation
• 4) Benefit Segmentation
• 5) Geography and Others

3
The Triad Trade Between the United States and
Canada, the European Community, and Japan. (
billions)
EUROPEAN COMMUNITY
66.3
195.4
151.6
89.0
3-11
UNITED STATES CANADA
JAPAN
91.5
141.7
For additional figures see Indicators of Market
Size for 115 Countries I Crossborder Monitor,
August, 1997, pp.4-8
Irwin/McGraw-Hill
4
Segmentation
Market Segment A
Market Segment B
Market Segment C
5
Global Segmentation Variables
Others May Be More Important

• Climate
• Language Group
• Media Habits
• Age
• Income

11-2
Country
6
Single or Multiple Segment Decision
Segment A
Single, MultipleorAll Segments ?
Segment B
Segment C
7
Bases for Global Market Segmentation
Bases for InternationalMarket Segmentation
Environmental Variables
Marketing Management Variables
Geographic Variables
Political Variables
Economic Variables
Cultural Variables
Promotion Variables
Product Variables
Price Variables
Distribution Variables
Source Imad B. Baalbaki and Naresh K. Malhotra,
Marketing Management Bases of International
Market Segmentation An Alternate Look at the
Standardization/Customization Debate,
International Marketing Review 10 (number 1,
1993) 19-44.