Discussion Post
Prior to beginning this discussion, review Chapter 7: Segmentation, Targeting, and Positioning. Global marketers must know whether a standardized or an adapted marketing mix is required to best serve consumer wants and needs. By performing market segmentation, marketers can generate the strategic insights needed to devise the most effective approaches. The process of global marketing segmentation begins with the choice of one or more variables to use as a basis for grouping customers.
In your initial post,
1. Explain market segmentation variables and use a company as an example for that type of segmentation.
2. Explain what variables were used by your mentor company (chosen during your Global Marketing Plan Part 1) for segmenting the market and discuss your rationale for each.
3. Analyze your mentor company's targeting and positioning strategy in the region you chose.
• To support your answer, go to your company's Twitter account and find and post a copy or provide the link to at least two tweets in your initial post that reflect your company's targeting and positioning strategies.
Textbook: Keegan, W. J., & Green, M. C. (2020). Global marketing (10th ed.).
The response should include a reference list. One-inch margins, Using Times New Roman 12 pnt font, double-space and APA style of writing and citations.