Segmenting Targeting and Positioning in Global Markets

Schlegelmilch, Bodo B.

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

Bodo B. Schlegelmilch²

Part of the book series: Management for Professionals ((MANAGPROF))

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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.

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Notes

1.
Leonidou and Katsikeas (2010) and Leonidou et al. (2002).
2.
Kotler and Armstrong (2007).
3.
While we tend to refer to products, the discussion is also applicable to services.
4.
Levitt (1983).
5.
Kotler and Armstrong (2007) and Meffert et al. (2008).
6.
Beane and Ennis (1987), Piercy and Morgan (1993), Plank (1985), Sausen et al. (2005), Steenkamp and Ter Hofstede (2002), Tynan and Drayton (1987), and Walters (1997).
7.
The World Bank (2020b).
8.
South China Morning Post (2016).
9.
Domzal and Unger (1987).
10.
The World Bank (2020a).
11.
China Statistical Bureau (2020).
12.
Diamantopoulos et al. (2003).
13.
China Daily (2012).
14.
Beane and Ennis (1987).
15.
Ko et al. (2012).
16.
Sudo et al. (2009).
17.
Taylor (1995).
18.
Mazanec (1993).
19.
Narang (2010).
20.
Tam and Tai (1998).
21.
Judd et al. (1988).
22.
Euromonitor International (2019).
23.
Rogers (2003).
24.
Keegan and Schlegelmilch (2001).
25.
Watson (2020).
26.
Rodriguez (2017).
27.
Roettgers (2017).
28.
Jansen (2017).
29.
Australian Marketing Institute (2013).
30.
Gomez-Uribe and Hunt (2015).
31.
Internet World Stats (2020).
32.
Guttman (2020).
33.
Hassan and Craft (2005, 2011), Hassan et al. (2003), Hassan and Samli (1994), Kale and Sudharshan (1987), Steenkamp and Ter Hofstede (2002), and Walters (1997).
34.
Diamantopoulos et al. (2014).
35.
Hassan and Craft (2011), Helsen et al. (1993), and Hofstede et al. (1999).
36.
Craft (2004).
37.
Porter (1986).
38.
Diamantopoulos et al. (2014).
39.
Keegan and Schlegelmilch (2001).
40.
Markey et al. (2007).
41.
Wu et al. (2020).
42.
Franke et al. (2010).
43.
Volkswagen AG (2020).
44.
Bruce (2019), Volkswagen AG (2019), and Zachariah (2020).
45.
Volkswagen Santa Monica (2016).
46.
Volkswagen of America (2020).
47.
Just Auto Global News (2019).
48.
Trout and Ries (1979).
49.
Keller et al. (2002).
50.
Welch (n.d.).
51.
China Daily (2004).
52.
Quinn (2012).
53.
The Times (2011).
54.
Domzal and Unger (1987) and Temporal and Lee (2000).
55.
Keegan and Schlegelmilch (2001).
56.
Agarwal and Sikri (1996), Balabanis and Diamantopoulos (2004), Han (1989), Häubl (1996), Hsieh et al.(2004), Knight and Calantone (2000), and Laroche et al. (2005).
57.
Johansson et al. (1994).
58.
Balabanis and Diamantopoulos (2008) and Samiee et al. (2005).
59.
Liefeld (2004), Samiee (2010), and Usunier (2006).
60.
Diamantopoulos et al. (2011).

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WU Vienna, Vienna University of Economics and Business, Vienna, Austria
Bodo B. Schlegelmilch

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Schlegelmilch, B.B. (2022). Segmenting Targeting and Positioning in Global Markets. In: Global Marketing Strategy. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-90665-8_6

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DOI: https://doi.org/10.1007/978-3-030-90665-8_6
Published: 16 February 2022
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-90664-1
Online ISBN: 978-3-030-90665-8
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