Understanding the new bases for global market segmentation

摘要

This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro- and micro-bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation to aid global marketers in identifying similarities across national boundaries while assessing within-country differences. The main conclusion of this research is augmentation of the argument that a hybrid/universal market segmentation strategy should serve as the conceptual link and action mechanism that provides substance and rationale to striking a trade-off between the two indispensable global strategy ends of standardization and adaptation. This balanced relationship can only be created when focus is devoted to building brand equity through emphasizing a global consumer orientation.