A study tool that outlines this chapter and the learning objectives it teaches.

Learning Objectives

After reading and studying this chapter, you should be able to answer the following questions:

1. What is market segmentation and how does international market segmentation differ from domestic market segmentation?
2. What are the primary factors used to identify international consumer and business-to-business market segments?
3. Which consumer segments can be found across different countries to be targeted with standardized products and services?
4. How can the marketing team use regional and national segmentation methods to improve a company’s global marketing program?
5. How to assess the market potential of a segment?

Chapter Outline

To refer back to the specific topics in your textbook, the page numbers are also displayed below.

Opening Vignette: Musical Segmentation: pg. 178 - 180

 OVERVIEW: pg. 180 - 181

Markets and Segmentation: pg. 181 - 183

International Market Segmentation: pg. 183 - 184

International Consumer Market Segments: pg. 184 - 189

Global Consumers and Internet Usage Segmentation: pg. 190 - 191

Green Marketing and Sustainability-Oriented Segments: pg. 191 - 192

Usage Segmentation: pg. 192

International Business-to-Business Market Segmentation: pg. 192 - 195

Regional and National Segmentation: pg. 195 - 197

Segmentation and the Bottom-of-the-Pyramid: pg. 197 - 200

A Market Segment Analysis: pg. 200 - 202

Ethical Issues in International Segmentation: pg. 202

Strategic Implications: pg. 202 - 203

Tactical Implications: pg. 203

Operational Implications: pg. 203 - 204

Terms: pg. 204

Review Questions: pg. 204 - 205

Discussion Questions: pg. 205

Analytical and Internet Exercises: pg. 205 - 206

Case 6. UNIQLO: Apparel and Segmentation: pg. 206 - 208