Prior to beginning this discussion, please read Chapter 7: Segmentation, Targeting, and Positioning. Global marketers must know whether a standardized or an adapted marketing mix is required to best serve consumer wants and needs. By performing market segmentation, marketers can generate the strategic insights needed to devise the most effective approaches. The process of global marketing segmentation begins with the choice of one or more variables to use as a basis for grouping customers.
In your initial post,
Explain market segmentation variables, and use a company as an example for that type of segmentation.
Explain what variables were used by your mentor company (chosen during your Week 2 Global Marketing Plan Part 1 assignment) for segmenting the market, and discuss your rationale for each.
Analyze your mentor company’s targeting and positioning strategy in the region you chose.
Your initial discussion post should be 250 words and must reflect at least two theories or frameworks discussed in the text (do not forget in-text citations). Cite your textbook and any other sources used to support your ideas. You may refer to University of Arizona Global Campus Writing Center’s APA StyleLinks to an external site. resource for assistance.
Green, M. C., & Keegan, W. J. (2020). Global marketing (10th ed.). Pearson.