Identification of Global Consumer Segments:

This paper underscores the importance of segmentation as a global consumer marketing strategy. It outlines a historical perspective of global market segmentation, and presents an historical time line which shows the development of this concept. Major consumption trends and their effect on global markets are also identified. Two key consumer groups are isolated which may be particularly amenable to global segmentation, and their key behavioral aspects are discussed. The similarities and differences which 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 article.