Question

A persistent problem faced by international marketers is how to strike the balance between standardization and customization. Using international marketing segmentation to shed some light on this issue would be an example of which of the following reasons why international marketers implement international market segmentation?

a. country screening.
b. marketing mix policy.
c. global market research.
d. positioning strategy.
e. entry decisions.

Answer 1

International marketers implement international market segmentation for global market research, positioning strategy, and marketing mix policy.

Step-by-step explanation:

International marketers implement international market segmentation for various reasons. One reason is global market research. By segmenting the international market, marketers can gather information about different customer segments and their preferences, allowing them to tailor their marketing strategies to specific target markets. Additionally, international market segmentation can help with positioning strategy. By understanding the unique needs and preferences of different market segments, marketers can position their products or services in a way that appeals to each segment. Finally, international market segmentation can also assist with marketing mix policy. Marketers can customize their marketing mix elements, such as product features, pricing strategies, and promotional activities, to cater to different market segments in different countries.