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BUS 622 Global Marketing

Dr. Cigainero

Edgar Diaz

Marketing segmentation variables differ depending on the goals of the organization. In figure 7-7 in our text book we see the marketing segment for Lexus. I was shocked that the only Latin American country that they marketed Lexus was in Brazil. I am Latin American and own a Lexus but, I can see why marketers would only market in Brazil. An article in our campus library stated, "Product categories related to trust are positively associated with local brand success in Latin America."(Hernandez 2014 pg. 542 prg. 5) This makes sense because Toyota and Honda are trusted car for reliability and Lexus despite being a Toyota product, does not carry the same trust. This is an example of ethic segmentation, where a company targets the consumer based on ethnicity. Other variables include:

Demographic: based on income, population, and age

Behavior: based on whether people buy a product and how many

Benefit: based on value provided

The mentoring company I chose was PayPal and they have a versified portfolio of company's that target every segment above and almost every country. The hit the benefit segment hard by providing a ironclad safe product that is very easy for the user to learn. Demographically they hit everyone because everyone does money transfers in one way or another and this also surpasses ethnicity. Lastly, it hits behavior because people who shop online use it often and it is part of their lifestyle. "Some of the key services PayPal offers include a “one-touch” easy checkout for customers, allowing business to receive money through PayPal, an ability to transfer money globally, and receiving rewards on a PayPal debit card." (Lohia 2020 prg. 3) It's hard to argue the value component in that statement.

Below I have a tweet PayPal Bringing awareness to International Women's day and another about giving free Uber rides to Veterans showing that they target everyone.

PayPal on Twitter: "PayPal has committed $5 million to @Uber’s effort to provide free or discounted rides to vaccination sites in underserved U.S. communities as part of a coalition to address barriers to COVID-19 vaccine equity. https://t.co/spB8JUJszl https://t.co/9AWvGH8vdD" / Twitter (Links to an external site.)

CARE (care.org) on Twitter: "We're celebrating #IWD2021 with @PayPal as their featured International Women's Day partner! Donations to PayPal Giving Fund to benefit CARE throughout March will support our mission to accelerate women's economic justice around the world #ImEveryWoman https://t.co/qna7ZPKLiz https://t.co/1dWDLnfT5A" / Twitter (Links to an external site.)

                                                       References

PayPal: Growing Through Partnerships. (2020, February 11). Digital Innovation and Transformation. https://digital.hbs.edu/platform-digit/submission/paypal-growing-through-partnerships/ (Links to an external site.)

FARÍAS, P. (2015). Determinants of the Success of Global and Local Brands in Latin America. RAE: Revista de Administração de Empresas, 55(5), 539–550. https://doi-org.proxy-library.ashford.edu/10.1590/S0034-759020150506