Class notes MKTG320 International Marketing

International Marketing Consumer Behavior, Digital Trade,
and Global Strategy Notes Class (31-35) 2026
Class 13: International Consumer Behavior
Meaning
International consumer behavior studies how consumers in different
countries make purchasing decisions.
Factors Affecting Consumer Behavior
 Culture
 Income levels
 Religion
 Education
 Lifestyle
 Social influence
Importance
 Helps businesses understand foreign customers
 Improves product development
 Increases customer satisfaction


Class 14: Global Market Segmentation
Meaning
Dividing international markets into groups with similar characteristics.
Types

,  Geographic segmentation
 Demographic segmentation
 Psychographic segmentation
 Behavioral segmentation
Importance
 Better targeting
 Effective promotion
 Improved sales


Class 15: Target Marketing and Positioning
Target Marketing
Selecting a specific market segment to serve.
Positioning
Creating a unique image of a product in customers’ minds.
Positioning Strategies
 Quality positioning
 Price positioning
 Product feature positioning


Class 16: International Branding
Meaning
Creating a global identity for products or services.