International Marketing

CHAPTER 7

SEGMENTATION, TARGETING, AND POSITIONING

DISCUSSION QUESTIONS

1. In a recent interview, a brand manager at Procter & Gamble noted, “Historically, we used to be focused on discovering the common hopes and dreams within a country, but now we’re seeing that the real commonalities are in generations across geographic borders.” What is the significance of this comment in terms of the “conventional” versus “unconventional” approaches to global market segmentation shown in Table 7-1?

2. Identify the five basic segmentation strategies. Give an example of a company that has used each one.

3. Explain the difference between segmenting and targeting.

4. Compare and contrast standardized, concentrated, and differentiated global marketing. Illustrate each strategy with an example from a global company.

5. What is positioning? Identify the different positioning strategies presented in the chapter and give examples of companies or products that illustrate each.

6. What is global consumer culture positioning (GCCP)? What other strategic positioning choices do global marketers have?

7. What is a high-touch product? Explain the difference between high-tech product positioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.

CASES

Case 7-1: Cosmetics Giants Segment the Global Cosmetics Market: The Assignment

Overview: The world’s best-known cosmetics companies are setting their sights on a lucrative new market segment: the emerging middle classes in countries such as Brazil, Russia, India, and China. Market research is critical to understanding women’s preferences in different parts of the world. In China, for example, L’Oreal and its competitors have an opportunity to educate women about cosmetics, which were banned prior to 1982.

1. How do women’s preferences for cosmetics and beauty care vary from country to country?

2....