ABSTRACT
This chapter underscores the importance of segmentation as a global consumer marketing strategy. It outlines a historical perspective of global market segmentation that shows the current developments of this concept. Major consumption trends and their effect on global markets are also identified. Two key consumer groups that may be particularly amenable to global segmentation are isolated, and their key behavioral aspects are discussed. The similarities and differences that may influence these segments are also presented. Specific corporate examples of successful efforts to reach these two segments on a worldwide basis are discussed. Implications for both researchers and managers conclude the chapter.
