Segmenting Targeting and Positioning in Global Markets

Bodo B. Schlegelmilch
Additional contact information
Bodo B. Schlegelmilch: Vienna University of Economics and Business

Chapter 6 in Global Marketing Strategy, 2022, pp 129-159 from Springer

Abstract: Abstract Segmentation, targeting, and positioning are core disciplines in marketing strategy, both in a domestic and global environment. Mistakes in these areas are likely to be costly and may result in failure; getting it right is a critical prerequisite for corporate success. In the age of “Big Data,” companies now have the possibility to micro-segment, target, and position in seconds. This represents a tremendous advance compared to the traditional approaches based on coarse-grained geographic, demographic, psychographic, and behavioral categorizations. Still, in many parts of the world, Internet penetration and smart phone usage are still low, and consumer segmentation via Big Data remains limited. Moreover, we are increasingly facing a technologically divided world, where search engines and applications are not universally accessible and governments and consumer rights advocates are concerned about passing data across country boundaries. This chapter starts with a short review of traditional segmentation methods and an explanation of how Big Data has advanced segmentation, targeting, and positioning. Next, we look at potential challenges to segmentation, targeting, and positioning faced by companies that work internationally.

Keywords: Segmentation; Targeting; Positioning; Cross-country segments; Global consumer typologies; Segment-of-one; Big Data; Technological divide; High-touch; High-tech; Country-of-origin (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90665-8_6

Ordering information: This item can be ordered from
http://www.springer.com/9783030906658

DOI: 10.1007/978-3-030-90665-8_6

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().