INTERNATIONAL MARKETING MANAGEMENT

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INTERNATIONAL MARKETING MANAGEMENT
SESSION 7 CUSTOMER BEHAVIORAND MARKET
SEGMENTATION
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• To Assess Opportunities for Introducing New
  Products/Brands
• To Determine How to Segment Markets
  Internationally
• To Decide How to Position New Products/Brands

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• Identifying Set of Competing Products
• Understanding Customer Usage Patterns
• Identifying Desired Benefits

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COUNTRY A (U.S.)
Soft Drinks
Canned Soda
Bottled Waters
Iced Teas
Alternative Beverages
Fruit Juices/ Smoothies
Energy Drinks
Cola
Ginger Ale
Diet Soda
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COUNTRY X
Soft Drinks
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• Daily Life Rhythms
• Usage Scenarios
• Cultural Conventions and Practices
• Environmental/Technological Sophistication
  (Access to Computers/Internet)

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Language Internet Access (Millions) of Total Total Population (Millions) of Total
English 230.6 36.5 508 33.4
Non-English 403.5 63.5 5,633 66.6
European Languages a 224.1 35.5 1,218 30.3
Asian Language b 179.4 28.3 329

• a Includes Czech, Dutch, Finnish, French,
  German, Greek, Hungarian, Italian, Polish,
  Portuguese, Romanian, Russian, Danish,
  Icelandic, Norwegian, Swedish, Slovak, Slovenian,
  Spanish, Turkish
• b Includes Arabic, Chinese, Hebrew, Japanese,
  Korean, Malay, Thai
• Source www.glreach.com

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• Product Symbolism
• Price Sensitivity
• Role Perceptions and Expectations
• Socio-Cultural Values

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• Massive Waves of Migration and Diaspora
• Increased Interlinkages and Communication Between
  Markets Worldwide
• Consumer mobility
• Pan-regional and global media
  (Satellite TV, Internet)
• Global Marketing of Products/Brands and Service

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• Decline of National Consumer Cultures/ Rise of
  Glocalism
• Cultural Diversity and Pluralism
• Growth of Cross-Border Segmentation

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• Country Segments
• Macro-Country Segments
• Cross-National Segments
• Regional
• Global

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• Cultural patterns are not static, but evolving,
  as
• Markets become more integrated
• Consumers become exposed to ideas, products and
  lifestyles from other cultures
• Segmentation across countries is more complex
  than within a country, and also needs to consider
  cross-national groups.
• Cross-national segmentation based on
• Demographics, e.g. high income, children,
  teenagers
• Specific interests (e.g. green consumers,
  animal rights, gardening)
• Attitudes (e.g. worldmindedness)

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