Learning Objectives Chapter 8

7.) Discuss global issues related to market segmentation.

In segmenting and targeting markets, marketers with a global perspective often start by using geographic segmentation. As the organization evaluates global markets, it must make a decision whether to devise a single marketing strategy to serve all markets or to use a different strategy in each region or country. A single strategy is called global marketing or operating as a global corporation. In contrast, using different strategies to serve customers in different nations is often called multidomestic marketing. This strategy works best when customer wants or needs are different from one country to another.