Question

1. What is global market segmentation? What roles does it play in global marketing strategy?
2. Explain why global marketer implements global market segmentation.
3. Discuss why global market segmentation is a cross-national boundary approach

4. Explain why the hybrid global segmentation is more effective. Do your own research to find an additional example of global market segmentation.

Answer 1

1. Global market segmentation is about dividing the global consumers into groups which are homegeneous in terms of their consumer buying behavior

Global market segmentation helps in defining target segments which may sometimes cut-across boundaries and develop value proposition for these segments. While national market segmentation also adds value, it over-emphasizes on geographic segmentation which results in overlooking some of the characteristics which are common across boundaries, resulting in potential loss of opportunities due to underestimated segments. Hence global market segmentation adds value to global marketing strategy