Международная рыночная сегментация: проблемы и перспективы

Стеенкамп Ян-Бенедикт; Хофстеде Френкель Тер

Эмпирические исследования по международной сегментации;

Концептуальные проблемы;

Методологические проблемы;

Кейс: обобщение различных вопросов;

Выводы и будущие исследования;

Управление аудиторией Сегментация и таргетинг

Бизнес-позиционирование Сегментирование и емкость рынка

Сегменты рынка FMCG

Аннотация

В условиях растущей глобализации делового мира международная сегментация становится все более значимой концепцией маркетинга. Силы глобализации вынуждают многие компании пересматривать маркетинговые стратегии в других странах, а также таргетировать международные сегменты потребителей. Цель этой статьи — сделать обзор литературы по проблеме международной рыночной сегментации, выявить перспективы и возможные опасности применения данной концепции. Мы критически оцениваем текущее состояние исследований по данной тематике и предоставляем системный обзор 25 более ранних эмпирических работ на основе выборок, использованных для сегментации, основ и методов сегментации, географической конфигурации сегментов и обоснованности. Мы обсуждаем ряд концептуальных и методологических вопросов, которые заслуживают серьезного внимания, поскольку они могут помочь реализовать высокий потенциал международной рыночной сегментации. К числу концептуальных вопросов следует отнести конструктивную эквивалентность использованного базиса сегментации, уровень агрегирования в процессе сегментации и выбор базиса сегментации. К числу методологических — измерительную эквивалентность и выборочную эквивалентность базиса сегментации, методы сегментации, а также вопрос о том, должны ли размеры национальных выборок быть пропорциональными численности населения. Мы приводим кейс для иллюстрации различных вопросов, а в заключение обозначаем направления будущих исследований, чтобы стимулировать дальнейшее развитие научных изысканий в этой области.

Журнал: «Маркетинг и маркетинговые исследования» — №3, 2005 (© Издательский дом Гребенников)

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Стеенкамп Ян-Бенедикт

Тилбургский университет (Тилбург, Нидерланды).

Хофстеде Френкель Тер

Университет Карнеги-Меллон, аспирантура индустриального управления (Питтсбург, США).

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