9. Segmenting International Markets Factors Used: Geographic Location Economic Factors Political and Legal Factors Cultural Factors Intermarket Segmentation
10. Inter-market Segmentation Teens show surprising similarity no matter where in the world they live. For instance, this teen could live almost anywhere. Thus, many companies target teenagers with worldwide marketing campaigns.
24. Choosing a Positioning Strategy #1 Identify a set of possible competitive advantages on which to build a position #2 Choose the right competitive advantages #3 Select an overall positioning strategy Must effectively communicate and deliver position to market
25.
26. Identifying Possible Competitive Advantages Product Differentiation (e.g., consistency, durability, reliability, repairability ) Services Differentiation (e.g., speed, convenience, careful delivery) Channel Differentiation Image Differentiation (e.g., convey benefits and positioning) People Differentiation (e.g., hiring, training better people than competitors)
27.
28. Choosing Right Competitive Advantages Affordable Superior Profitable Preemptive Distinctive Important Communicable Unique Selling Proposition
29. Which Differences to Promote? Unilever positioned its bestselling Lever 2000 soap on three benefits in one: cleansing, deodorizing, and moisturizing benefits. It’s good “for all of your 2000 parts.”