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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