1. Research Article
International Market Segmentation
Issues and Perspectives
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2. Presented to
Prof. Khurram Ashfaq
Presented by
• Ahtasham Khalid 8191
• Ali Hasnain 8197
• M. Sarmad Ameer 8176
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3. Ahtasham Khalid 8191
Abstract
Introduction
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4.  Importance of international market
segmentation (I.M.S)
 Review of I.M.S literature
 Future prospects and threats
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5.  Previous empirical studies
 Fulfillment of high potential
 Conceptual Issues
 Methodological Issues
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6. Basic points of article
Issues
Strategies
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7. Issues
Conceptual issues
Methodological issues
 Important issues in I.M.S
 Developing
 Positioning
 Selling products
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8. Strategies
Multi-domestic strategy
Global or Pan-regional strategy
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9. Ali Hasnain 8197
Brief literature review
Research design
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10. Effectively deals with consumers
Heterogeneity in consumer needs and
wants
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11. Multi-Domestic strategy
where each country represents a separate segment
Global or Pan-Domestic strategy
strategy integrated across borders
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12. Results of previous researches
 Geographically segments
 Substantial membership
 High verses low engagement
 Segments solutions
 Strong national orientation
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13. Results of previous researches
 Cross-national segments
 Pan-european segment
 Specific segment
 Continental segmentation
 Dependent industries are in different segments
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14. International marketing
Segmentation
International market segmentation
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15. Based on previous 25 researches
Sampling
• Population (target customers)
• Sampling frame (socio-demographic characteristics)
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16. Internationally segmentation method
Heuristic method
 Cluster analysis
Model-based method
 Particular representation of reality
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17. M. Sarmad Ameer 8176
Theoretical Framework
Conclusion
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18. Independent variable Dependent variable
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Conceptual issues
Methodological issues
Better international
market segmentation

19. Conceptual issues
 Level of aggregation
• Individuals
• Regions
• Countries
 Choice of segmentation
• Indentifiability
• Accessibility
• Responsiveness
 Construct equivalence
• Functional
• Conceptual
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20. Methodological issues
 Measure equivalence
• Calibration equivalence
• Score equivalence
 Sampling equivalence
• Choice of respondent
• Sample frame
 Segmentation method
• Heuristic
• Model based
 Sample size
• Equal across countries
• Proportional to population sizes
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21. Better international market segmentation
 Two stage segmentation
• Country clustering
• Cross-national consumer segmentation
 Model based segmentation
• Theory and prior knowledge
• Managerial consideration
 Correction for response styles
 Sample reweighting
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22. Previous studies
Examination of construct equivalence
Key conceptual problem
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23. Suggestion for future research
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