Macro- and Micro-Segmentation Assignment

Macro-segmentation refers to country-level segmentation, and micro-segmentation refers to consumer-level segmentation. What bases and strategies do marketing managers use for segmenting their international markets using macro- and micro-segmentation?
**Use Lascu, D. N. (2008) International Marketing, 3e, 3rd Edition. Cengage Learning, as the primary reference.

SAMPLE SOLUTION

Macro- and Micro-Segmentation

Market segmentation represents the process of defining and partitioning a great homogenous market into clearly discernable subdivisions with common wants, needs, demand, and buying characteristics (Lascu, 2008). The objective is to design a marketing mix that accurately matches the needs and expectations of the potential customers in the targeted segment. By accurately segmenting the market, the company is able to tailor the set marketing policies to the needs of the identified segments in hope of increasing the market share and improving profitability. At the international level, segmentation approach may be classified as either micro or macro segmentation.

Macro-Segmentation Strategies Macro segmentation is a broader aspect based on national market characteristics. Marketing managers use different bases such as the country size, national cultures, and industry to segment the market (Lascu, 2008). County size helps in estimating the buying size and process of these countries, while the industry determines what these countries would buy. For instance, a large country is likely to buy in larger lots and may employ a formal buying process. National cultures would influence the nature of products to be exported or manufactured in different countries. The marketing manager should consider…