Segmenting markets by involvement with a product category is excellent for international marketing situations because product category involvement stays relatively constant across different cultures.

Question

Quizplus · Accepted Answer

Product category involvement can differ across cultures and can depend on factors such as cultural values, lifestyle, and experience. Therefore, segmenting markets solely based on product category involvement may not be effective in international marketing situations. Rather, it is important to consider cultural differences and adapt marketing strategies accordingly.

Segmenting Markets by Involvement with a Product Category Is Excellent