Developing Global Segments and Forecasting Market Shares: A Simultaneous Approach Using Survey Data

Managers who introduce a new product into the global market must answer critical questions about market size, market responsiveness, and segmentation strategy. Current methods provide a piecemeal approach toward answering these questions. This article provides a new integrated method. The author use...

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Bibliographic Details
Published inJournal of international marketing (East Lansing, Mich.) Vol. 11; no. 4; pp. 56 - 80
Main Author Agarwal, Manoj K.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.01.2003
SAGE PUBLICATIONS, INC
Subjects
Brand loyalty
Cluster analysis
Competition
Consumer behavior
Consumers
Demography
Fees
Forecasting models
GNP
Gross National Product
Income distribution
Market entry
Market potential
Market prices
Market share
Market shares
Market strategy
Marketing
Marketing strategies
Modeling
Pagers
Product development
Simulation
Travel fees
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Summary:Managers who introduce a new product into the global market must answer critical questions about market size, market responsiveness, and segmentation strategy. Current methods provide a piecemeal approach toward answering these questions. This article provides a new integrated method. The author uses survey-based discrete-choice methodology coupled with latent-class models to identify responsive global segments for a new global satellite-based paging service. The findings reveal seven distinct segments in terms of price responsiveness, size, and market potential. The author shows how these data can be used to develop target segments and marketing strategies. The study adds to the growing literature on international segmentation and pricing.
ISSN:1069-031X
1547-7215
DOI:10.1509/jimk.11.4.56.20147