February 2014
Beginner
696 pages
34h 21m
English
Content preview from Global Marketing Management, 6th Edition
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HAPTER OVERVIEW
- REASONS FOR INTERNATIONAL MARKET SEGMENTATION
- INTERNATIONAL MARKET SEGMENTATION APPROACHES
- SEGMENTATION SCENARIOS
- BASES FOR INTERNATIONAL MARKET SEGMENTATION
- INTERNATIONAL POSITIONING STRATEGIES
- GLOBAL, FOREIGN, AND LOCAL CONSUMER CULTURE POSITIONING
In early February 2009 Lenovo, the Chinese computer maker that vaulted onto the international stage four years earlier by buying the personal computers divisions of IBM, reported a loss of $97 million for the fiscal quarter ending December 31, 2008. PC shipments were down 5 percent while revenue had dropped 20 percent compared to the year-earlier quarter. To overhaul its business, Lenovo announced that it would refocus on China and other emerging markets. Lenovo's management also would concentrate on consumers rather than big corporate customers, the mainstay of the former IBM's business.1
Few companies can be all things to all people. Instead of competing across the board, most companies will identify and target the most attractive market segments that they can serve effectively. Variation in customer needs is the primary motive for market segmentation. When consumer preferences vary, marketers can design a marketing mix program that is tailored toward the needs of the specific segments that the firm targets. Marketers ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.