We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Developing Global Segments and Forecasting Market Shares: A Simultaneouos Approach Using Survey Data.
- Authors
Agarwal, Manoj K.
- Abstract
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.
- Subjects
MARKETING strategy; MARKET segmentation; INTERNATIONAL trade; PRODUCT management; PAGING (Computer science); NEW product development; GLOBALIZATION; MARKETING models; TELECOMMUNICATION satellites; PRICING
- Publication
Journal of International Marketing, 2003, Vol 11, Issue 4, p56
- ISSN
1069-031X
- Publication type
Article
- DOI
10.1509/jimk.11.4.56.20147