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Chapter 6 - Coggle Diagram
Chapter 6
Ethical issues in international segmentation
Demographics may reinforce stereotypes
Segmentation may reinforce gender discrimination. Females may be confined to submissive and subservient roles
Targeting lower-income segments may be viewed by some critics as being the process of creating overconsumption by people who can least afford to do so
Market segmentation programs may limit access to certain goods or services to only the rich
International consumer market segments
Psychographics
Geodemographic Segmentation
Demographics
Benefit Segmentation
International market segmentation
The process of identifying specific segments
A market segment is a set of businesses or a group of individual consumers with distinct characteristics
a market segment to be viable in the eyes of the marketing team
Those within the segment should be homogenous or have similar characteristics
The segment must differ from other groups and the population as a whole
Sufficient demand must be present to make the segment
Methods to reach the market must exist, both in terms of physical delivery of the item and in terms of the marketing messages that would entice customers to make purchases
Global Consumers and Internet Usage
Segmentation
Global consumer types
refer to the consumers in different nations that earn similar incomes and hold roughly the same social status levels
Local Consumers
Bottom-of-the-pyramid consumers
Price
Delivery
Promotion
Product
Markets and market segments
Market
Market segmentation
Green Marketing and Sustainability-Oriented Segments
Consumer Preferences
Green by Necessity
Accessibility
Profitability
Measurability
Actionability