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Subtopic

Marketing Concept

Target Marketing

Market Positioning

Full Market coverage

Market Specialization

Product Specializtion

Selective Segments

Single segment

Market Segmentation

To be useful, segmentation must be

differentiable

accessible

substantial

Actionable

measurable

Variables

Behavioral

Psychographic

Demographic

Etc

Age

Income

Geographic

Country

Culture

Bases for Mkt Segmentation

Consumer Characterestics

Consumer Responses

Market Targeting

Individual

Mass customiztion

Local

Grassroots

Niche

Internet enabled

Single Segment

Global Marketing

Be Cognizant of Cutural Social, Political Technological environmental legal limitations

Cultural Differences

Weak vs Strong uncertainty avoidance

Masculine vs feminine

High vs Low Power distance

Individualism vs Collectivism

Adaptive Marketing Program

Distribution Level

Price Level

Communication Level

Product Level

Backward Invention

Regional, country retailer, city version

Straight Extention - no change

Modes of entry (in order of increasing Risk, Control, Committment and Profit Potential)

Direct Investment

Joint Venture

Licensing

Direct Exporting

Indirect Exporting

Criteria

Competitive Advantage

Risk

Market Attractivensess

Challenges

Pirating

Corruption

Forex

Unstable Govts

Beware and manage Country of Origin perceptions