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Lesson#34

Segmenting International Markets

INTERNATIONAL MARKET SEGMENTATION

Segmenting International Markets

Segmenting international markets:

Like domestic markets, international markets can also be segmented on the following criteria;
geographic location
economic factors
political & legal factors
cultural factors
intermarket segmentation (segment consumers with similar profile but different countries)

Basis for country segmentation:

Country markets can be segmented on the basis of their economic status or socio-economic variables;

Economic Status Grouping:

Based on GNP per capita & level of industrialization / market sophistication.
- First World:
include advanced industrialized nations of Western Europe, North America, Japan & Australia, New
Zealand.
- Second World:
High income oil exporter and newly industrialized countries.
- Third World:
Group of countries that need time & technology rather than massive foreign aid to build modern
developed economics.
- Fourth World:
Centrally planned communist run nations.
- Fifth World:
Countries with few presently known resources – people living in massive poverty.

Socio – economic variables:
Stages of economics development

- Traditional Societies
Countries in this group are in endless quagmire of enormous poverty, low productivity
& high illiteracy
- Pre-conditions for take-off
Advances in sciences & technology enter the agriculture sectors. First steps are taken
to develop infrastructure.
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- The take-off
Infrastructure is mainly in place spurring city centered industries.
- The drive to maturity
Countries at this stage are able to produce a wide variety of products. Service sector
gains prominence.
- High Mass – Consumption
Sizeable middle class with significant discretionary incomes have highly developed
services sector.

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