Küresel Tüketici Kültürü Kavramıyla Birlikte Değişen Pazar Bölümlendirme Yaklaşımları: Uluslararası Pazarlama Literatürüne Bakış

Yıl 2014, , - , 23.02.2015

Ramazan Nacar , Nimet Uray

https://doi.org/10.17828/yasbed.62254

Cited By: 2

Öz

Pazarlama stratejisinin en önemli unsurlarından biri olan pazar bölümlendirme, küreselleşmenin etkisiyle birlikte, uluslararası nitelik kazanmıştır. Ancak ilk zamanlarında daha çok ülke düzeyinde yapılan uluslararası pazar bölümlendirme çalışmaları, pazarlama araştırmacılarının ve uygulayıcılarının birçok ihtiyacına cevap verememeye başlamıştır. Daha sonraları ortaya çıkan tüketici düzeyindeki uluslararası pazar bölümlendirme çalışmaları ise yine ülkelerarası ve kültürlerarası karşılaştırmalara odaklanmıştır. Hâlbuki küreselleşmeyle ve artan teknoloji, ulaşım ve iletişim imkânlarıyla birlikte, küresel çapta tüketici istek ve ihtiyaçları her geçen gün birbirine daha da yaklaşmaktadır. Sonuç olarak ortaya çıkan küresel tüketici kültürü, uluslararası pazar bölümlendirme çalışmalarında da gerek yöntem gerekse içerik açısından önemli değişikliklere yol açmıştır. Bu çalışma pazarlama literatüründe yaşanan söz konusu değişimi değerlendirmekte ve gelecek çalışmalar için öneriler sunmaktadır.

Kaynakça

• Adams, R. (2011). Fragmentation And Segmentation: Marketing Global Benefits. Interna- tional Business & Economics Research Journal, 10(9), 59-66.
• Agarwal, J., Malhotra, N. K., & Bolton, R. N. (2010). A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers’ Perceived Servi- ce Quality. Journal of International Marketing, 18(3), 18-40.
• Agarwal, M. K. (2003). Developing Global Segments and Forecasting Market Shares: A Simultaneous Approach Using Survey Data. Journal of International Marketing, 11(4), 56-80.
• Alden, D. L., Steenkamp, J.-B. E., & Batra, R. (1999). Brand Positioning Through Adver- tising in Asia, North America, and Europe: The Role of Global Consumer Culture. The Journal of Marketing, 63(1), 75-87.
• Amine, L. S., & Smith, J. A. (2009). Challenges to Modern Consumer Segmentation in a Changing World: The Need for a Second Step. Multinational Business Review, 17(3), 71-99.
• Arnett, J. (2002). The psychology of globalization. American Psychologist, 57(10), 774- 783.
• Aulakh, P., & Kotabe, M. (1993). An assessment of theoretical and methodological de- velopment in international marketing: 1980-1990. Journal of International Marketing, 1(2), 5-28.
• Aurifeille, J.-M., Quester, P., Lockshin, L., & Spawton, T. (2002). Global vs international involvement-based segmentation. International Marketing Review, 19(4), 369-386.
• Baker, M. (2003). The marketing book (5 b.). Oxford: Butterworth-Heinemann.
• Belvaux, B., & Guibert, N. (2012). International segmentation: Towards a third path betwe- en global and national. International Journal of Market Research, 54(1), 111-127.
• Bijmolt, T. H., Paas, L. J., & Vermunt, J. K. (2004). Country and consumer segmentation: Multi-level latent class analysis of financial product ownership. International Journal of Rese- arch in Marketing, 21, 323-340.
• Bolton, R. N., & Myers, M. B. (2003). Price-Based Global Market Segmentation for Servi- ces. Journal of Marketing, 67, 108-128.
• Brengman, M., Geuens, M., Weijters, B., Smith, S. M., & Swinyard, W. R. (2005). Segmen- ting Internet shoppers based on their Web-usage-related lifestyle: a cross-cultural validation. Journal of Business Research, 58, 79– 88.
• Broderick, A. J., Greenley, G. E., & Mueller, R. D. (2007). The Behavioural Homogeneity Evaluation Framework: multi-level evaluations of consumer involvement in international seg- mentation. Journal of International Business Studies, 38, 746–763.
• Bruning, E. R., Hu, M. Y., & Hao, W. (. (2009). Cross-national segmentation: An appli- cation to the NAFTA airline passenger market. European Journal of Marketing, 43(11/12), 1498-1522.
• Cannon, H. M., & Yaprak, A. (2011). A dynamic framework for understanding cross- national segmentation. International Marketing Review, 28(3), 229-243.
• Carpenter, J., Moore, M., Doherty, A. M., & Alexander, N. (2012). Acculturation to the global consumer culture: a generational cohort comparison. Journal of Strategic Marketing, 20(5), 411-423.
• Christodoulides, G., Michaelidou, N., & Siamagka, N. T. (2013). A typology of internet users based on comparative affective states: evidence from eight countries. European Journal of Marketing, 47(1/2), 153-173.
• Cleveland, M., & Laroche, M. (2007). Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249-259.
• Cleveland, M., Papadopoulos, N., & Laroche, M. (2011). Identity, demographics, and con- sumer behaviors: international market segmentation across product categories. International Marketing Review, 28(3), 244-266.
• Craft, S. H. (2004). The International Consumer Market Segmentation Managerial Decision- Making Process. SAM Advanced Management Journal, 69(3), 40-46.
• Craft, S., & Hassan, S. S. (2006). Global consumer market segmentation strategy decisions and managerial assessment of performance. Developments in Marketing Science, 29, 26–30.
• Dickson, P. R., & Ginter, J. L. (1987). Market Segmentation, Product Differentiation, and Marketing Strategy. Journal of Marketing, 51(2), 1-10.
• Erez, M., & Gati, E. (2004). A Dynamic, Multi-Level Model of Culture: From the Micro Level of the Individual to the Macro Level of a Global Culture. Applied Psychology, 53(4), 583–598.
• Firat, A. F. (1997). Globalization of Fragmentation: A Framework for Understanding Con- temporary Global Markets. Journal of International Marketing, 5(2).
• Foedermayr, E. K., & Diamantopoulos, A. (2008a). Exploring the Construct of Segmen- tation Effectiveness: Insights from International Companies and Experts. Journal of Strategic Marketing, 16(2), 129-156.
• Foedermayr, E. K., & Diamantopoulos, A. (2008b). Market Segmentation in Practice: Re- view of Empirical Studies, Methodological Assessment, and Agenda for Future Research. Jo- urnal of Strategic Marketing, 16(3), 223-265.
• Foedermayr, E., Diamantopoulos, A., & Sichtmann, C. (2009). Export segmentation effec- tiveness: index construction and link to export performance. Journal of Strategic Marketing, 17(1), 55-73.
• Frank, R., Massy, W., & Wind, Y. (1972). Market segmentation. Englewood Cliffs, NJ: Prentice-Hall.
• Gaston-Breton, C., & Martin Martin, O. (2011). International market selection and segmen- tation: a two-stage model. International Marketing Review, 28(3), 267-290.
• Ger, G., & Belk, R. W. (1996). I’d Like to Buy the World a Coke: Consumptionscapes of the “Less Affluent World”. Journal of Consumer Policy, 19(3), 271-304.
• Hassan, S. S., & Craft, S. (2012). Examining world market segmentation and brand positi- oning strategies. Journal of Consumer Marketing, 29(5), 344–356.
• Hassan, S. S., & Craft, S. H. (2004). An Examination of Global Market Segmentation Bases and Strategic Positioning Decisions. International Business & Economics Research Journal, 3(9), 79-84.
• Hassan, S. S., & Craft, S. H. (2005). Linking global market segmentation decisions with strategic positioning options. Journal of Consumer Marketing, 22(2), 81-89.
• Hassan, S. S., & Katsanis, L. P. (1991). Identification of Global Consumer Segments: A Behavioral Framework. Journal of International Consumer Marketing, 3(2), 11-28.
• Hassan, S. S., & Katsanis, L. P. (1994). Global market segmentation and trends. E. Kaynak, & S. S. Hassan içinde, Globalization of consumer markets: Structures and strategies (s. 47–63). New York: International Business Pres.
• Hassan, S. S., Craft, S., & Kortam, W. (2003). Understanding the new bases for global market segmentation. Journal of Consumer Marketing, 20(4/5), 446-462.
• Helsen, K., Jedidi, K., & DeSarbo, W. S. (1993). A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns. Journal of Marketing, 57, 60-71.
• Jeannet, J. P., & Hennessey, H. D. (1998). Global marketing strategies (4 b.). Boston: Ho- ughton Mifflin.
• Kahle, L. R. (1986). The nine nations of North America and the value basis of geographic segmentation. Journal of Marketing, 50, 37-47.
• Kale, S. H., & Sudharshan, D. (1987). A Strategic Approach to International Segmentation. International Marketing Review, 4(2), 60-70.
• Kamakura, W. A., & Novak, T. P. (1992). Value-system Segmentation: Exploring the Mea- ning of LOV. Journal of Consumer Research, 19(1), 119-132.
• Ko, E., Kim, E., Taylor, C. R., Kim, K. H., & Kang, I. J. (2007). Cross-national market segmentation in the fashion industry: A study of European, Korean, and US consumers. Inter- national Marketing Review, 24(5), 629-651.
• Ko, E., Taylor, C. R., Sung, H., Lee, J., Wagner, U., Navarro, D. M.-C., et al. (2012). Global marketing segmentation usefulness in the sportswear industry. Journal of Business Research, 65, 1565–1575.
• Kotler, P., & Keller, K. (2006). Marketing management (12 b.). Upper Saddle River, NJ: Prentice Hall.
• Levitt, T. (1983). The Globalization of Markets. Harvard Business Review, 61(3), 92-102.
• Lim, H., & Lee, H.-J. (2010). Development of consumer techno segmentation and its appli- cation to international markets. International Journal of Consumer Studies, 34, 87-95.
• Malhotra, S., & Papadopoulos, N. (2007). International market selection: an integrative review of empirical studies. Proceedings, Administrative Sciences Association of Canada, In- ternational Business Division. Ottawa, ON.
• Nachum, L. (1994). The Choice of Variables for Segmentation of the International Market. International Marketing Review, 11(3), 54-67.
• Papadopoulos, N., & Martin Martin, O. (2011). International market selection and segmen- tation: perspectives and challenges. International Marketing Review, 28(2), 132-149.
• Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a tar- get group for segmentation. Journal of International Business Studies, 43, 285-305.
• Rokeach, M. J. (1973). The nature of human values. New York: Free Press.
• Sethi, S. P. (1971). Comparative cluster analysis for world markets. Journal of Marketing Research, 8, 348-354.
• Shiu, E. C., & Dawson, J. A. (2002). Cross-national consumer segmentation of Internet shopping for Britain and Taiwan. The Services Industries Journal, 22(10), 147-166.
• Smith, W. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21, 3-8.
• Souiden, N. (2002). Segmenting the Arab markets on the basis of marketing stimuli. Inter- national Marketing Review, 19(6), 611-636.
• Steenkamp, J.-B. E., & ter Hofstede, F. (2002). International market segmentation: issues and perspectives. International Journal of Research in Marketing, 19, 185-213.
• Steenkamp, J.-B. E., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
• ter Hofstede, F., Steenkamp, J.-B. E., & Wedel, M. (1999). International Market Segmenta- tion Based on Consumer-Product Relations. Journal of Marketing Research, 36(1), 1-17.
• ter Hofstede, F., Wedel, M., & Steenkamp, J.-B. E. (2002). Identifying Spatial Segments in International Markets. Marketing Science, 21(2), 160-177.
• Walters, P. G. (1997). Global Market Segmentation: Methodologies and Challenges. Jour- nal of Marketing Management, 13, 165-177.
• Wedel, M., & Kamakura, W. (2000). Market Segmentation: Conceptual and Methodologi- cal Foundations. Norwell, MA: Kluwer Academic Publishers.
• Wind, Y., & Douglas, S. P. (1972). International market segmentation. European Journal of Marketing, 6(1), 17-25.
• Wind, Y., & Douglas, S. P. (1981). International Portfolio Analysis and Strategy: The Chal- lenge of the 80s. Journal of International Business Studies, 12, 69-82.
• Yavas, U., Verhage, B. J., & Green, R. T. (1992). Global Consumer Segmentation Versus Local Market Orientation: Empirical Findings. Management International Review, 32(3), 265- 272.
• Yip, G. S. (1995). Total global strategy. Englewood Cliffs, NJ: Prentice Hall.
• Adams, R. (2011). Fragmentation And Segmentation: Marketing Global Benefits. Interna- tional Business & Economics Research Journal, 10(9), 59-66.
• Agarwal, J., Malhotra, N. K., & Bolton, R. N. (2010). A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers’ Perceived Servi- ce Quality. Journal of International Marketing, 18(3), 18-40.
• Agarwal, M. K. (2003). Developing Global Segments and Forecasting Market Shares: A Simultaneous Approach Using Survey Data. Journal of International Marketing, 11(4), 56-80.
• Alden, D. L., Steenkamp, J.-B. E., & Batra, R. (1999). Brand Positioning Through Adver- tising in Asia, North America, and Europe: The Role of Global Consumer Culture. The Journal of Marketing, 63(1), 75-87.
• Amine, L. S., & Smith, J. A. (2009). Challenges to Modern Consumer Segmentation in a Changing World: The Need for a Second Step. Multinational Business Review, 17(3), 71-99.
• Arnett, J. (2002). The psychology of globalization. American Psychologist, 57(10), 774- 783.
• Aulakh, P., & Kotabe, M. (1993). An assessment of theoretical and methodological de- velopment in international marketing: 1980-1990. Journal of International Marketing, 1(2), 5-28.
• Aurifeille, J.-M., Quester, P., Lockshin, L., & Spawton, T. (2002). Global vs international involvement-based segmentation. International Marketing Review, 19(4), 369-386.
• Baker, M. (2003). The marketing book (5 b.). Oxford: Butterworth-Heinemann.
• Belvaux, B., & Guibert, N. (2012). International segmentation: Towards a third path betwe- en global and national. International Journal of Market Research, 54(1), 111-127.
• Bijmolt, T. H., Paas, L. J., & Vermunt, J. K. (2004). Country and consumer segmentation: Multi-level latent class analysis of financial product ownership. International Journal of Rese- arch in Marketing, 21, 323-340.
• Bolton, R. N., & Myers, M. B. (2003). Price-Based Global Market Segmentation for Servi- ces. Journal of Marketing, 67, 108-128.
• Brengman, M., Geuens, M., Weijters, B., Smith, S. M., & Swinyard, W. R. (2005). Segmen- ting Internet shoppers based on their Web-usage-related lifestyle: a cross-cultural validation. Journal of Business Research, 58, 79– 88.
• Broderick, A. J., Greenley, G. E., & Mueller, R. D. (2007). The Behavioural Homogeneity Evaluation Framework: multi-level evaluations of consumer involvement in international seg- mentation. Journal of International Business Studies, 38, 746–763.
• Bruning, E. R., Hu, M. Y., & Hao, W. (. (2009). Cross-national segmentation: An appli- cation to the NAFTA airline passenger market. European Journal of Marketing, 43(11/12), 1498-1522.
• Cannon, H. M., & Yaprak, A. (2011). A dynamic framework for understanding cross- national segmentation. International Marketing Review, 28(3), 229-243.
• Carpenter, J., Moore, M., Doherty, A. M., & Alexander, N. (2012). Acculturation to the global consumer culture: a generational cohort comparison. Journal of Strategic Marketing, 20(5), 411-423.
• Christodoulides, G., Michaelidou, N., & Siamagka, N. T. (2013). A typology of internet users based on comparative affective states: evidence from eight countries. European Journal of Marketing, 47(1/2), 153-173.
• Cleveland, M., & Laroche, M. (2007). Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249-259.
• Cleveland, M., Papadopoulos, N., & Laroche, M. (2011). Identity, demographics, and con- sumer behaviors: international market segmentation across product categories. International Marketing Review, 28(3), 244-266.
• Craft, S. H. (2004). The International Consumer Market Segmentation Managerial Decision- Making Process. SAM Advanced Management Journal, 69(3), 40-46.
• Craft, S., & Hassan, S. S. (2006). Global consumer market segmentation strategy decisions and managerial assessment of performance. Developments in Marketing Science, 29, 26–30.
• Dickson, P. R., & Ginter, J. L. (1987). Market Segmentation, Product Differentiation, and Marketing Strategy. Journal of Marketing, 51(2), 1-10.
• Erez, M., & Gati, E. (2004). A Dynamic, Multi-Level Model of Culture: From the Micro Level of the Individual to the Macro Level of a Global Culture. Applied Psychology, 53(4), 583–598.
• Firat, A. F. (1997). Globalization of Fragmentation: A Framework for Understanding Con- temporary Global Markets. Journal of International Marketing, 5(2).
• Foedermayr, E. K., & Diamantopoulos, A. (2008a). Exploring the Construct of Segmen- tation Effectiveness: Insights from International Companies and Experts. Journal of Strategic Marketing, 16(2), 129-156.
• Foedermayr, E. K., & Diamantopoulos, A. (2008b). Market Segmentation in Practice: Re- view of Empirical Studies, Methodological Assessment, and Agenda for Future Research. Jo- urnal of Strategic Marketing, 16(3), 223-265.
• Foedermayr, E., Diamantopoulos, A., & Sichtmann, C. (2009). Export segmentation effec- tiveness: index construction and link to export performance. Journal of Strategic Marketing, 17(1), 55-73.
• Frank, R., Massy, W., & Wind, Y. (1972). Market segmentation. Englewood Cliffs, NJ: Prentice-Hall.
• Gaston-Breton, C., & Martin Martin, O. (2011). International market selection and segmen- tation: a two-stage model. International Marketing Review, 28(3), 267-290.
• Ger, G., & Belk, R. W. (1996). I’d Like to Buy the World a Coke: Consumptionscapes of the “Less Affluent World”. Journal of Consumer Policy, 19(3), 271-304.
• Hassan, S. S., & Craft, S. (2012). Examining world market segmentation and brand positi- oning strategies. Journal of Consumer Marketing, 29(5), 344–356.
• Hassan, S. S., & Craft, S. H. (2004). An Examination of Global Market Segmentation Bases and Strategic Positioning Decisions. International Business & Economics Research Journal, 3(9), 79-84.
• Hassan, S. S., & Craft, S. H. (2005). Linking global market segmentation decisions with strategic positioning options. Journal of Consumer Marketing, 22(2), 81-89.
• Hassan, S. S., & Katsanis, L. P. (1991). Identification of Global Consumer Segments: A Behavioral Framework. Journal of International Consumer Marketing, 3(2), 11-28.
• Hassan, S. S., & Katsanis, L. P. (1994). Global market segmentation and trends. E. Kaynak, & S. S. Hassan içinde, Globalization of consumer markets: Structures and strategies (s. 47–63). New York: International Business Pres.
• Hassan, S. S., Craft, S., & Kortam, W. (2003). Understanding the new bases for global market segmentation. Journal of Consumer Marketing, 20(4/5), 446-462.
• Helsen, K., Jedidi, K., & DeSarbo, W. S. (1993). A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns. Journal of Marketing, 57, 60-71.
• Jeannet, J. P., & Hennessey, H. D. (1998). Global marketing strategies (4 b.). Boston: Ho- ughton Mifflin.
• Kahle, L. R. (1986). The nine nations of North America and the value basis of geographic segmentation. Journal of Marketing, 50, 37-47.
• Kale, S. H., & Sudharshan, D. (1987). A Strategic Approach to International Segmentation. International Marketing Review, 4(2), 60-70.
• Kamakura, W. A., & Novak, T. P. (1992). Value-system Segmentation: Exploring the Mea- ning of LOV. Journal of Consumer Research, 19(1), 119-132.
• Ko, E., Kim, E., Taylor, C. R., Kim, K. H., & Kang, I. J. (2007). Cross-national market segmentation in the fashion industry: A study of European, Korean, and US consumers. Inter- national Marketing Review, 24(5), 629-651.
• Ko, E., Taylor, C. R., Sung, H., Lee, J., Wagner, U., Navarro, D. M.-C., et al. (2012). Global marketing segmentation usefulness in the sportswear industry. Journal of Business Research, 65, 1565–1575.
• Kotler, P., & Keller, K. (2006). Marketing management (12 b.). Upper Saddle River, NJ: Prentice Hall.
• Levitt, T. (1983). The Globalization of Markets. Harvard Business Review, 61(3), 92-102.
• Lim, H., & Lee, H.-J. (2010). Development of consumer techno segmentation and its appli- cation to international markets. International Journal of Consumer Studies, 34, 87-95.
• Malhotra, S., & Papadopoulos, N. (2007). International market selection: an integrative review of empirical studies. Proceedings, Administrative Sciences Association of Canada, In- ternational Business Division. Ottawa, ON.
• Nachum, L. (1994). The Choice of Variables for Segmentation of the International Market. International Marketing Review, 11(3), 54-67.
• Papadopoulos, N., & Martin Martin, O. (2011). International market selection and segmen- tation: perspectives and challenges. International Marketing Review, 28(2), 132-149.
• Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a tar- get group for segmentation. Journal of International Business Studies, 43, 285-305.
• Rokeach, M. J. (1973). The nature of human values. New York: Free Press.
• Sethi, S. P. (1971). Comparative cluster analysis for world markets. Journal of Marketing Research, 8, 348-354.
• Shiu, E. C., & Dawson, J. A. (2002). Cross-national consumer segmentation of Internet shopping for Britain and Taiwan. The Services Industries Journal, 22(10), 147-166.
• Smith, W. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21, 3-8.
• Souiden, N. (2002). Segmenting the Arab markets on the basis of marketing stimuli. Inter- national Marketing Review, 19(6), 611-636.
• Steenkamp, J.-B. E., & ter Hofstede, F. (2002). International market segmentation: issues and perspectives. International Journal of Research in Marketing, 19, 185-213.
• Steenkamp, J.-B. E., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
• ter Hofstede, F., Steenkamp, J.-B. E., & Wedel, M. (1999). International Market Segmenta- tion Based on Consumer-Product Relations. Journal of Marketing Research, 36(1), 1-17.
• ter Hofstede, F., Wedel, M., & Steenkamp, J.-B. E. (2002). Identifying Spatial Segments in International Markets. Marketing Science, 21(2), 160-177.
• Walters, P. G. (1997). Global Market Segmentation: Methodologies and Challenges. Jour- nal of Marketing Management, 13, 165-177.
• Wedel, M., & Kamakura, W. (2000). Market Segmentation: Conceptual and Methodologi- cal Foundations. Norwell, MA: Kluwer Academic Publishers.
• Wind, Y., & Douglas, S. P. (1972). International market segmentation. European Journal of Marketing, 6(1), 17-25.
• Wind, Y., & Douglas, S. P. (1981). International Portfolio Analysis and Strategy: The Chal- lenge of the 80s. Journal of International Business Studies, 12, 69-82.
• Yavas, U., Verhage, B. J., & Green, R. T. (1992). Global Consumer Segmentation Versus Local Market Orientation: Empirical Findings. Management International Review, 32(3), 265- 272.
• Yip, G. S. (1995). Total global strategy. Englewood Cliffs, NJ: Prentice Hall.