Power distance shows that both followers and leaders support the level of inequality in a society. The high-power distance means significant differences in power between people (there are many other factors to control, such as money, marital status, etc.). A marketer must identify the target customers of his product because, in a high-power distance culture, one segment is very different from the others; their choice preference is different from the others. High-income differentials, power differentials, etc., contribute to these factors. The second concern of the marketer is to divide the whole market into different parts.

You must be very careful with segmentation. What could be the correct basis of segmentation, whether to consider income, status, power, etc., their ratio of shares, etc.? The seller's concern is the positioning of the product. The choice of power distance value (PDV) as the explanatory variable is motivated by arguments that cultural distance provides challenges to a firm' internationalization process (Wang, 2013). After identifying the target market and segmentation, what kind of offers can be offered to these groups?