Маркетингова сегментація на світових ринках

Abstract

Розглянуто сегментацію глобального ринку, яку можна визначити як процес ідентифікації сегментів потенційних покупців з однорідними атрибутами, які виявляють схожу купівельну поведінку. Традиційно світовий ринок сегментують по географічних ознаках, тобто шляхом групування країн зі схожими кліматичними умовами, мовою, релігією, рівнем економічного розвитку, каналами збуту. Товари зазвичай не вимагають модифікації для умов кожної такої країни – за винятком таких речей, як маркування і мова, якою виконані надписи в керівництві й каталогах.

The article deals with the segmentation of the global market which can be defined as a process of identification of potential customers segments with homogeneous attributes, which show similar purchasing behavior. Traditionally, the world market is segmented by geographical criteria, i.e. by grouping of countries with similar climate conditions, language, religion, level of economic development, channels of distribution etc. Usually products do not require modification for each country except marking and language on which descriptions on packaging are written. Global approach which concerns the segmentation of world markets is directed to exposure general features between markets. The level of standardization is needed in most cases. The essence of international segmentation can be defined as follows: to think about the global likeness and to adapt to local differences. Taking this principle into account, managers must determine the identity between countries and also differences within each of them. So international firms have the task of educing these "universal" segments and cover them by marketing programs which meet the general needs of constituents of potential customers. Traditional international approach is multiregional, i.e. likeness here, as a rule, is ignored. Global approach admits the active search of homogeneity in product, image and advertisement message, while multiregional one requires saving of unnecessary differences on different markets. However the aim is not the unification of the product in the world scale but the highest level of product standardization with the possibility of its adaptation to local conditions because such adaptation is not only needed but also desirable.