Question

Topic: Student Questions

Types Of Market Segments

Posted by Anonymous on 4/23/2007 at 6:02 AM ET 250 Points
what are the differences between a global market segment and a national market segment? What are the marketing implications of these differences for a firm serving segments on a worldwide basis.
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  • Posted on 4/23/2007 at 7:12 AM Member
    Hi

    I think global market segments are magnified according to say regions e.g african region, europe for example Nokia refers to Middle East and Africa as one part their market segment so their strategic planning for countires in this are is one. And also the macro economic activities play a big role in this segmentation

    National market segmentation is usually narrowed down now to demographics, consumerbehaviour, income per capita etc

    I hope I have answered your question

    EK
  • Posted on 4/23/2007 at 8:49 AM Author
    hi EK!

    Does this therefore mean that with a national market segment geaographic boundaries are not necesarily an issue, i.e. you may refer to a market of homogeneous consumer behavior, demographic as a national market segment even if it cuts across countries?
  • Posted on 4/25/2007 at 2:07 AM Accepted
    Hi there,

    I'm doing international marketing this semester. Let me share with you my understanding on different TYPES of marketing.

    A)Domestic marketing- Marketing within own country. Products are R&D to suit the country's specific needs.

    International marketing- There are many types:
    1) Export- Products are R&D to suit the importer's need

    2) Within country - Foriegn company in a host country. R&D to suit the host country's needs

    3) Regional- Countries are grouped by similarity into regions. Products within regions are similiar but NOT across regions. EG regional DVD players.

    4) Global marketing- world wide. Products, services, distribution are designed to be standardised but there are minute variants within the countries. EG coke.

    All those type of marketing have different orientations: Ethnocentric, Polycentric, Regiocentric and Geocentric.

    Check on these terms to have a better understanding on their different behaviours.

    I assume you National marketing is DOMESTIC(A) local in own country or it could be (2) foriegn within a country and global market is GLOBAL(4)

    In theory they say there's possibilties of homogenous markets, but we all know its NOT easy to find one within a country, not to say globally.

    Share with you, MNC usually chooses INDICATORS to enter markets. eg income per capita for Mcdonalds.

    Hope that helps in some way.(I'm not sure about your level of understanding so I'll just stop here)

    Good Luck!
    Benny
  • Posted on 4/27/2007 at 5:59 AM Accepted
    Hi Joyce,

    National Segments respect national borders. A national market segment in the UK is not for France but if the market emerges in France then this can become a regional segment if market further emerges in China then the segment becomes international .

    What i meant earlier is that during the process of national segmentation the micro elements like demographics, consumer behavoir/insight are looked at in micro detail. But at an internationa level the macro elements like GDP, Political status, Economic trends, activities, Environmental impact elements..... "the helicopter view" so to speak. You do not cross national borders to make national segments

    I hope this makes it more clear
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