haku: @indexterm MARKET SEGMENTATION / yhteensä: 478
viite: 227 / 478
| Tekijä: | Baalbaki, I. B. Malhotra, N. K. |
| Otsikko: | Marketing management bases for international market segmentation: an alternate look at the standardization debate. |
| Lehti: | International Marketing Review
1993 : VOL. 10:1, p. 19-44 |
| Asiasana: | INTERNATIONAL MARKETING MARKETING MANAGEMENT MARKET SEGMENTATION MARKETING STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | By standardizing the marketing effort over similar worldwide segments and differentiating it across dissimilar worldwide segments, the international marketing manager is able to reap the advantages of both standardization and customization. The choice of the variables by which to segment the global market is crucial. Traditionally, purely environmental bases (geographic, political, economic, and cultural) were used as bases for international market segmentation. Proposes that international marketers group relevant markets based on both environmental as well as marketing management bases (product-related; promotion- related; price-related; and distribution-related). Derives number of propositions with direct implications for international marketing strategy and segmentation with respect to these bases. |
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