Marketing management bases for international market segmentation: an alternate look at the standardization/customization debate

Article Abstract:

International market segmentation can resolve the debate over standardization versus customization. It allows international market managers to gather the benefits of both standardization and customization. The concept is most successful when national political boundaries are disregarded and the whole globe is viewed as the market. At the same time consumer groups that transcend national borders while still possessing common characteristics must be targetted. Moreover, segmentation treats each global segment to a highly standardized marketing strategy although different segments are treated with different strategies.

Evaluation, Standardization, Market segmentation

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Research note: international marketing management: a separate academic discipline? An empirical assessment of the need for specialist education and training

Article Abstract:

Businesses in the 1990s are pushing for internationalization of their operations due to growing competition from emerging newly industrialized countries, political and market changes in the European Community and globalization. However, these companies lack the managerial expertise to sustain this objective. Course planners of business schools need to provide for the business sectors' needs for know-how in international marketing management. Successful international marketing operations entail communication skills, and the ability to deal with people from different cultures.

Management, Business enterprises, Export marketing

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Heterogeneity of regional trading blocs and global marketing strategies: a multicultural perspective

Article Abstract:

Regional trading blocs exhibit a high level of cultural heterogeneity that international businesses must take into account when drafting marketing plans. An analysis of regional trading blocs from a multicultural perspective shows that the EU is the most culturally complex and heterogeneous trading bloc followed by the Assn of Southeast Asian Nations. In contrast, the North American Free Trade Agreement is the most homogenized trading bloc with the exception of Mexico. Marketers are advised to understand these cultural heterogeneities to boost their business.

Administration of General Economic Programs, Marketing, Intnl Economic Policy, Social aspects, Economic aspects, International economic relations, International trade, Culture

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