chapter 7 chapter 7 global segmentation and global segmentation and positioning positioning chapter 7 kotabe helsen s global marketi 2 ng management third edition 20 04 chapter overview chapter overview ...
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...Chapter global segmentation and positioning kotabe helsen s marketi ng management third edition overview reasons for international market approaches scenarios bases country strategies contd foreign local consumer culture appendix introduction variation in customer needs is the primary motive most companies will identify target attractive segments that they can effectively serve marketing becomes especially critical because of wide divergence cross border lifestyles once has chosen its to determine a competitive strategy products...