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International Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habits

In: Promotion and Marketing Communications

Author

Listed:
  • Rouxelle De Villiers
  • Pornchanoke Tipgomut
  • Drew Franklin

Abstract

In this chapter we will discuss the different approaches to market segmentation and selection and explore how the selection process influences the company's culture, its brand positioning, and how it is impacted upon by the overall marketing and communication strategy and vice versa. Some questions this chapter considers and discusses are: Which segments should firms' international marketing activities (including financial, human resources, and the firm's capabilities) focus on? How do multinationals decide if segmentation efforts are effective? Finally, we will explore how organizations1 can monitor and control the various activities and outcomes, in order to ensure sustainable competitive advantage(s) in a highly competitive marketplace and online marketspace.

Suggested Citation

  • Rouxelle De Villiers & Pornchanoke Tipgomut & Drew Franklin, 2020. "International Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habits," Chapters, in: Umut Ayman & Anil Kemal Kaya (ed.), Promotion and Marketing Communications, IntechOpen.
    • Handle: RePEc:ito:pchaps:198104
    DOI: 10.5772/intechopen.89988
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    File URL: https://www.intechopen.com/chapters/70488
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    More about this item

    Keywords

    brand alignment; consumption categories; niche communication; positioning; selection; SCA; segmentation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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