Ch7 Global segmentation and positioning
p207 Exhibit 7-1 Rsource allocation GRID market attractiveness versus competitive position (Market attractiveness-per capita consumption vs Competitive position)
Exhibit 7-2 illustrates how country segmentation can be applied in developing international advertising strategies. The mapping comesd from a study that predicted the preference of a country in terms of ratrional (think) and emotional (feel) appeals, based on the country's cultural and advertising industry environment.
Think and feel country clusters
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