Global Market Segmentation
Global Targeting
Global Product Positioning
High-Tech Positioning
High-Touch Positioning
100
Geographic Segmentation Demographic Segmentation Psychographic Segmentation Behavior Segmentation Benefit Segmentation Vertical Versus Horizontal Segmentation
What are the types segmentation?
100
The act of evaluating and comparing the identified groups and then selecting one or more of them as the prospects with the highest potential.
What is targeting?
100
The location of your product in the mind of your customer.
What is positioning?
100
Purchased on the basis of concrete product features.
What is high-tech positioning?
100
Buyers relate to themes of wealth, materialism, and romance.
What is high-touch positioning?
200
Grouping people in terms of their attitudes, values, and lifestyles. Data is obtained from surveys and questionnaires.
What is Psychographic Segmentation?
200
Current Segment Size and Growth Potential Potential Competition Compatibility and Feasibility
What are the criteria for targeting?
200
High-Tech Positioning High-Touch Positioning
What are the two types of positioning?
200
Technical Products Special-Interest Products
What are the types of high-tech positioning products?
200
Products that Solve a Common Problem Global Village Products Products that use Universal Themes
What are the types of high-touch positioning products?
300
The fact that markets are in the same world geographic region does not mean that they are similar. Japan and Vietnam are both in East Asia, but one is a high-income, postindustrial society and the other is an emerging, less developed, preindustrial society.
Explain the limitations of Geographic Segmentation.
300
Looking at the market segment to see if it is large enough that is presents a company with the opportunity to make a profit.
What is current segment size and growth potential?
300
Personal computers, video and stereo equipment, and automobiles
What are examples of products with high-tech positioning?
300
Computer, chemicals, tires, and financial services.
What are examples of technical products?
300
Products in this category provide benefits linked to "life's little moments."
What are products that solve a common problem?
400
One focuses on whether people buy and use a product, as well as how often and how much they use it. The other focuses on the numerator of the value equation by understanding a problem a product solves or the benefit it offers.
Compare and contrast Behavior Segmentation and Benefit Segmentation.
400
When looking at this, you are trying to see if there is strong competition, and if you should avoid a market or use a different strategy.
What is potential competition?
400
Clothing, flowers, and wine
What are examples of products that use high-touch positioning?
400
Fuji bicycles, Adidas sports equipment, and Canon cameras.
What are examples of special-interest products?
400
Chanel fragrances, designer fashions, mineral water, and pizza.
What are examples of global village products?
500
A study that encompasses 18 countries, mostly located in the triad.
What is the Global Scan?
500
Standardized Global Marketing Concentrated Global Marketing Differentiated Global Marketing
What are the categories involved in setting a global target market strategy?
500
One is purchased on the basis of concrete features. The other is purchased based on the themes of wealth, materialism, and romance.
Briefly compare and contrast high-touch positioning and high-tech positioning.
500
One is geared toward buyers who have special needs. The other is more leisure or recreation oriented.
Compare and contrast technical products and special-interest products.
500
These products have themes of materialism, heroism, play, and procreation.
What are products that use universal themes?
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