Global Targeting Strategies (Segmentation)

Targeting: evaluating the attractiveness of each segment and selecting one

Global Marketing - Segmentation - Brand Positioning

Targeting entails a systematic evaluation of the attractiveness of distinct market segments, followed by the selection of one or more segments to serve, based on their potential for profitability and strategic alignment with the organization's overarching objectives.

Target Market Evaluation Criteria:

1. Size and Growth: Is the segment large and expanding enough to offer long-term profitability?
2. Accessibility: Can the segment be effectively reached and served through existing Marketing channels?
   1. International Distribution Policy
3. Compatibility: Does the segment align with the company’s strategic goals, values, and available resources?

Targeting Strategies:

1. Undifferentiated (Mass) Marketing: Targeting the entire market with a single, broad offering.
2. Differentiated (Segmented) Marketing: Targeting multiple segments with distinct marketing strategies tailored to each.
   1. Standardization vs. Adaptation. Glocalization Strategies
   2. Religious influencers and business
3. Concentrated (Niche) Marketing: Focusing efforts on a single, well-defined segment with specific needs.
4. Micromarketing: Customizing products and marketing efforts for individual customers or narrowly defined micro-segments.

AI-driven personalization is critical, with 78% of global marketers using AI tools for targeting, according to Salesforce. Social media platforms like Instagram and TikTok dominate in reaching younger global audiences.

AI for Global Business

1. AI in International Marketing and Customer Insights

Academic Programs

(c) EENI Global Business School (1995-2025)
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