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International marketing - Essay Example

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1. Critically discuss, using appropriate examples, the variety of segmentation options available to the international marketer. Segmentation Options Available to an International Marketer Before tapping into an international market, a marketer has numerous ways to select, target and cater its potential group of customers…
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International marketing

Download file to see previous pages... In today’s environment, a lot of segmentation has been done in every industry and for every product (Segmentation strategy, n.d.). Examples of the two major industries that are textile industry and hair care industry are discussed in subsequent paragraphs in order to provide insights about segmentation options. Since the needs and wants of customers are getting more customized and particular, therefore after the broader markets are defined, marketers go for further segmentation especially when they are addressing internal markets. These additional segmentations are called as Segmentation Options for instance if a company deals in hair care products, then the market which it selects to cater can depend upon several options. The segmentation option available to an international marketer can include different problems of hair. Therefore, it can address the needs of customers related to hair fall, dandruff, damaged hair, dry and dull hair etc. Apart from focusing on the hair problems, other segmentation option includes type of products to be delivered. They can include hair shampoo, hair conditioner, hair gel, hair spray, hair mask, hair color, hair oil etc. These will be considered as segmentation options available to international marketer through which it can enter a new market. ...
Apart from the type of product, other segmentation options include manner of usage. Manner of usage is more inclined toward the events where the products can be used for instance clothes can be further categorized as bridal wear, party wear, office wear etc. In linens, marketer has to decide which products to prepare. Options include bed sheets, bed covers, curtains, pillow cover cushions etc. Nature of fabric comprises of the material that will be required for each individual product. 2. Discuss, giving examples, how an organization can determine the appropriateness of an international market. Explain what issues in gathering information may be experienced.  Appropriateness of Marketing Internationally Nowadays, concern of appropriateness is always in center of the minds of international marketers. That’s what brings an epic recession to the widely known brands of the world. Numbers of products get obsolete due to their inappropriateness in the market. The brands which are best positioned nowadays are the one which are relevant, necessary, wholesome as well as caring and nurturing. In the world of brands, marketers are facing an emotional recession that is causing the decline in the norms of acceptable brands. International marketing requires being very relevant and appropriate otherwise the products will become disasters. An example of inappropriate product includes McPizza which was introduced by McDonalds in mid-nineties. McDonalds spent a large amount on expensive ovens and drive through windows that were not required at all. The Pizza market was already so much saturated that Americans gradually abandoned and finally forgot if any pizza was introduced by McDonalds. The ...Download file to see next pagesRead More
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