Chapter Outline
(See related pages)
This chapter covers: International Marketing Strategy or Global Marketing Strategy?Market Segmentation, Targeting and Positioning Segmentation variables in consumer markets Evolving Segmentation in International Marketing Building bespoke segmentation systems Segmentation variables in B2B markets Targeting Targeting in international/global marketsPositioning Positioning in International MarketsRe-positioningThe segmentation – targeting – positioning process Country focus: marketing strategies for less developed and emerging markets Marketing to Less Developed Countries (LDCs) Marketing to Emerging MarketsTiming of Market Entry Pioneers or later entrants? Market concentration versus market spreading
Competitor oriented strategy Offensive Strategies Defensive Strategies Approaches to Tasks
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