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What Is the Role of the Creativity in the Segmentation Process, Why Can We Say That Having an Excellent Global Positioning Is One of the Principal Assets of a Brand, What Criteria Should Global Marketers Consider When

In: English and Literature

Submitted By lanton
Words 4993
Pages 20
Joseph Lanton Adjei Mensah

This paper is submitted in partial fulfillment of the requirements for

International Marketing

SMC University

School of Management

Professor (Dr.) Babu P George

January 6, 2014 (Submission Date)

Unit – 2

What is the role of the creativity in the segmentation process, Why can we say that having an excellent global positioning is one of the principal assets of a brand, What criteria should global marketers consider when making product design decisions, Identify several global brands. What are some of the reasons for the global success of the brands you chose?

Abstract The study identifies segmentation processes and how it can be introduced to management to accept them. Often than not if management do not understand the process of segmentation and found out that what has been presented differ from what they know they quickly reject the proposed segmentations (Yankelovich & Meer, 2006). In segmentation, it allows the researcher to knowing how important a product or service is to the customers and this help in deciding what their expectations and are most likely to reveal their willingness to purchase your product. The study further identifies reasons why segmentations fail and steps needed to be taken to correct these errors. The literature elaborate on brand positioning and settling the confusion of brand positioning by managers straight. Consumer culture both local and global is also considered with it effect on brand positioning showing the reader the essence considering or adopting a hybrid type of positioning (Holt, Quelch, & Taylor, 2004). After going through this studies the reader will appreciate the essence of brand positioning using five recognized global companies which used various strategies to achieve increase market shares. Keyword: Segmentation, Standardization, Localization, Brand, Positioning,...

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