This research article summarizes issues and perspectives in international market segmentation. It discusses conceptual issues like level of aggregation and choice of segmentation criteria. Methodological issues covered include measure equivalence, sampling equivalence, and segmentation methods. The article reviews previous empirical studies and their results, such as geographically segmented markets and cross-national segments. It proposes a theoretical framework with conceptual and methodological issues as independent variables affecting better international market segmentation as the dependent variable. Suggestions are made to address key challenges through two-stage segmentation and model-based approaches.

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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