Chapter 7
                                               Chapter 7
                        Global Segmentation and 
                        Global Segmentation and 
                                              Positioning
                                              Positioning
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                                      Chapter Overview
                                      Chapter Overview
           1. Reasons for International Market 
           1. Reasons for International Market 
               Segmentation
               Segmentation
           2. International Market Segmentation 
           2. International Market Segmentation 
               Approaches
               Approaches
           3. Segmentation Scenarios
           3. Segmentation Scenarios
           4. Bases for Country Segmentation
           4. Bases for Country Segmentation
           5. International Positioning Strategies
           5. International Positioning Strategies
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                            Chapter Overview (contd.)
                            Chapter Overview (contd.)
           6. Global, Foreign, and Local Consumer  
           6. Global, Foreign, and Local Consumer  
               Culture Positioning
               Culture Positioning
           7. Appendix
           7. Appendix
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                          Introduction
                          Introduction
       Variation in customer needs is the primary motive 
         Variation in customer needs is the primary motive 
         for market segmentation.
         for market segmentation.
       Most companies will identify and target the most 
         Most companies will identify and target the most 
         attractive market segments that they can  
         attractive market segments that they can  
         effectively serve.
         effectively serve.
       In global marketing, market segmentation 
         In global marketing, market segmentation 
         becomes especially critical because of wide 
         becomes especially critical because of wide 
         divergence in cross-border consumer needs and 
         divergence in cross-border consumer needs and 
         lifestyles.
         lifestyles.
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                    Introduction (contd.)
                    Introduction (contd.)
       Once the management has chosen its target 
         Once the management has chosen its target 
         segments, management needs to determine a 
         segments, management needs to determine a 
         competitive positioning strategy for its products.
         competitive positioning strategy for its products.
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