International market segmentation

1. International Market
Segmentation
Dr. Gopal Thapa

2. International Market
Segmentation
 Different countriescan vary greatly in their
economic, cultural, and political makeup.
 Thus, international firms need to group their
world markets into segments with distinct
buying needs and behaviors.
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3. Bases for Market Segmentation
 Geographical factors
 Europe, America, Asia, or Africa
 Economic factors
 Income level, economic development, economic
structure
 Political legal factors
 Stability of government, receptivity to foreign firms,
monetary regulations, and amount of bureaucracy
 Cultural factors
 Languages, religions, values and attitudes, customs, and
behavioral patterns.
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4.  Segmenting international markets based on
geographic, economic, political, cultural, and
other factors presumes that segments should
consist of clusters of countries
 However, as new communications technologies,
such as satellite TV and online and social media,
connect consumers around the world, marketers
can define and reach segments of like-minded
consumers no matter where in the world they are.
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5. Inter-market Segmentation
 Using inter-market segmentation (also called
cross-market segmentation), they form segments
of consumers who have similar needs and buying
behaviors even though they are located in different
countries.
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