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This course explores the ways in which global marketing strategies reflect a deep understanding of markets and create valuable offerings for customers globally.

Broadly speaking, marketing strategy making is comprised of:

• Segmentation: the process by which we segregate a relatively heterogeneous mass market into relatively homogeneous market segments.
• Targeting: the process by which we analyze opportunities and identify those customers where our business has the greatest prospects for success.
• Positioning: the process of assembling the 'total offering' (product, service, distribution and price) and communicating the benefits of this 'total offering' to the members of our target market.

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