The Importance Of Marketing And Segmentation

Whenever people go for shopping, they usually see items segmented for particular consumers. This is not just about making the items in place but also a norm of marketing, guiding and attracting consumers to the segmented items. With that being said, we'll talk about terms marketing and segmentation, in business context there is what we called market segmentation that refers to the “division of a market into homogenous groups which will respond differently to promotions, communications, advertising and other marketing mix variable,” argues Dudovskiy (2012). In addition Lannuzzi (2014) explains market segmentation as a streamline of business marketing strategy by dividing broad-based target market to sub groups of consumers with devised marketing methods that is appealing to each group.

Definitions above mentioned on marketing strategy, associated with marketing segmentation that is also set with

Segmentation can also be done through variables; Geographic, Demographic, Psychographic and Behavioral Segmentation, or segmenting international markets (Dudovsky, 2012). Kotler (1999) was cited in Dudovsky (2012) suggesting that international market can also be segmented by geographic location, grouping of countries or sub-cultural segmentation.

To explain the difference of market segmentation in two IKEA stores in two different countries. I discuss IKEA in Saudi Arabia and IKEA in China.

China and Saudi Arabia basically have a clear end consumer distinction. I will shed light on market division criteria based on Psychographic and Behavioral, and Cultural segmentation for the two countries. Psychographic and Behavioral segmentation refer to the sub-dividing of international market base on nationals social class, lifestyle, personality, consumer attitude, and product impact (Dudovsky, 2012).

Sub-Cultural