10.14.3 International market segmentation
International market segmentation is a transnational concept. When international consumers have similar tastes in such diverse commodities as scotch whisky, perfume, designer watches or English language newspapers, the market can be divided on the basis of those tastes rather than on the basis of culture or nationality.
International products can be segmented on the basis of usage. For example, a manufacturer of engines could supply engines to vehicle makers, industrial equipment manufacturers and agricultural machinery manufacturers.
Activity 10.4
Identify an international engine manufacturer and list the manufacturers of motor vehicles, industrial equipment and agricultural or mining machinery who use the engines.
Hint: If you don't know any such engine manufacturers, start with the users of engines and work backwards to the engine maker. Either way, you will learn something about international products.
As noted in the introduction to this chapter, your textbook's Chapter 17 is largely concerned with an elaboration of the four Ps of marketing in an international context. We will being a discussion of the first of the four Ps - product - in the next section. Before we do that, read the introductory sections of Hill's (2005) Chapter 17.
In your text
Hill 2005, Chapter 17, pp. 584-587.
Previous Page