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19 Cards in this Set
- Front
- Back
IntMktSeg/ traits and reasons for
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crucial in domestic mkts, break down mkt for a product into groups that differ in response. Segments should be: identifiable, actionable, accesible, sizable. Reasons: country screening, Global mkt research, entry decisions, positioning strategy
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Segmenting approaches
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aggregate segmentation, Disaggregate, International Consumer Segmentation, Two-stage International Segmentation
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Bases for segmentation
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Demographics, socioeconomic variables, behavior based segementation, lifestyles, .
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Demographics
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based on measurable characteristics of population, look at multiple variables, Methods: age, income, population, gender
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socioec.
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caveats in GDP GNI- monetization of transactions, gray and black sectors of economy, income disparities. Best to use PPP- # of consumer durables, education level, human development index
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behavior based
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whether or not a person will buy/who they will use/ how often they will purchase: brand loyalty, usage rate, product penetration,benefits sought
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lifestyle
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group by attitudes, lifestyles, values; VALS survey, Roper Starch study- both used to classify people into groups according to lifestyle choices and purchasing patterns related to those choices
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Assessing Market Potential
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after target market is identified-make sure it's large enough to make a profit:Current size & growth potential, potential competition, feasability and compatability
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Screening Criteria for assessing potential
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What are the key drivers of this model, are enabling conditions in place, What is the cost of entry? Waiting?, is risk/control trade off appropriate?
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International positioning
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1. identify relevent set of competing products- what is the competitive frame? 2. determine current conceptions by consumers about your product and competions. 3. Develop possible positioning themes. 4.screen posit. Alt. and choose best one. 5. develop marketing mix strategy that will implement posit. strategy. 6. monitor effectiveness of strategy.
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Int. Pos themes
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specific product features, product benefits (rational or emotional), solutions for problems, user category/application
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Int. Pos traits
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By: attributes, price and quality, product class, competitor
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Int. Pos. Methods
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Positioning: Global Consumer Culture, Local Consumer Culture, Foreign Consumer Culture
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Key to marketing research
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information mgmt: MIS, EDI, ECR, CRM. Important to consider consumer privacy,
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Multinat companies need web presence
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to be competitive. Need to maintain database.
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Steps of global mkting research
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info requirement, define research problem, choose unit of analysis, examine data availability, determine info needs
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Multinat. Concerns
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Complexity of research designs(environmental differences), lack and inaccuracy of secondary data, time and cost requirements of primary data, coord. Of multi country research
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Problems of secondary data
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accuracy and age of data, reliability over time, comparability, lumping of data
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Primary Methods
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Methods: questionaires, focus groups, ethnographic research. Issues: sampling(who/how many/how chosen), contact methods, translation issues, collecting info.
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