Cathay Pacific (a Hong Kong based airline carrier) recently wanted to increase services to its Asian customers.It added a wide variety of Asian meals and entertainment and introduced a new advertising slogan "The Heart of Asia." This would be an example of which of the following reasons why international marketers implement international market segmentation?
A)country screening.
B)government mandate.
C)global market research.
D)positioning strategy.
E)entry decisions.

Question

Quizplus · Accepted Answer

Cathay Pacific's actions of adding Asian meals, entertainment, and introducing a new slogan "The Heart of Asia" are aimed at tailoring their services to meet the preferences and tastes of their Asian customers. This is a classic example of a positioning strategy, where a company positions its brand, product, or services to appeal to a specific segment of the market. In this case, the segment is geographical (Asian customers), and the strategy involves cultural customization to enhance appeal.

Cathay Pacific (A Hong Kong Based Airline Carrier) Recently Wanted