Professional Documents
Culture Documents
Segmenting Global Markets
Segmenting Global Markets
Segmenting Global Markets
Cost efficiencies
Opportunities to transfer products, ideas, etc.
Emergence of global customers
Better links between national marketing
infrastructures
What is GMS?
of population.
Culture: Religion, education, and
language.
Geography: World region, economic stage
of development, and population.
Environment: Political, legal, and business
environments.
4 Critical Equivalencies
Construct Equivalence
Scalar Equivalence
Measurement Equivalence
Sampling Equivalence