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INT MKT - Taller Positioning and segmentation 2012-09-06

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INT MKT - Taller Positioning and segmentation 2012-09-06 Powered By Docstoc
					UNIVERSIDAD DE IBAGUÉ
Administración de Negocios Internacionales
International Marketing
Cesar Diaz, Blanca Astrid Moreno
2012-09-06


             Segmentation and Brand Positioning in World Markets


Article: “Examining world market segmentation and brand positioning strategies”
by Salah S. Hassan, and Stephen Craft (2012). Journal of Consumer Marketing.
Downloaded on: 04-09-2012 from Emerald.

   1. According to the article:
         a. What are the differences between “macro” and “micro”
            segmentation?
         b. Which variables are included into each kind of segmentation?
         c. What is positioning?

   2. On page 346, the 2 by 2 diagram “Segment-based strategic brand positioning
      matrix” is introduced. Explain it and give your own examples.

   3. What are the authors’ main conclusions?

   4. Which are the managerial implications from the research?

   5. How is the article related to the videos of topics 5 and 6 on the course
      platform?

   6. Your own reflections on segmentation and brand positioning in world
      market?

				
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