Final answer:
During the 1970s, international marketers argued for market segmentation due to globalization and technology, which led to markets extending beyond national borders and an increase in global competition.
Step-by-step explanation:
In the context of global marketing management, international marketers framed the argument toward market segmentation during the 1970s as a response to the dramatic increase in global processes of production and consumption. With the advent of globalization and technological advancements, including the development of the internet, markets could no longer be defined by national borders. Consumers were able to order products from anywhere in the world, increasing competition for local businesses and changing the dynamic of business-to-business interactions, leading to a more integrated global market.
Analysts began to recognize that market concentration, previously measured by national metrics like concentration ratios and Herfindahl-Hirschman Index (HHI), had to be recalculated with a global perspective, revealing lower concentrations in many industries. This was evident in the automotive industry, where U.S. auto sales were less dominated by 'The Big Three' automakers and more by global competitors. This global competition necessitated the segmentation of markets beyond traditional national lines to effectively address diverse consumer needs and preferences across the world.