Country Segmentation of the International Tourism Market Using Propensity to Travel and to Spend Abroad

ABSTRACT

Two new segmentation variables for the global international tourism market were operationalized. These variables were used to segment the countries of the world into nine market segments, which include heavy travelers, heavy spenders (HH); heavy travelers, medium spenders (HM); heavy travelers, light spenders (HL); medium travelers, heavy spenders (MH); medium travelers, medium spenders (MM); medium travelers, light spenders (ML); light travelers, heavy spenders (LH); light travelers, medium spenders (LM); and light travelers, light spenders (LL). The profile of these country segments were further examined using discriminant analysis. Implications of findings for targeting and promotion strategies are discussed, and directions for future research are given.     

Applications of the behavioural homogeneity evaluation framework: The predictive ability of consumer involvement for international food market segmentation

Abstract

This article proposes a framework of alternative international marketing strategies, based on the evaluation of intra- and inter-cultural behavioural homogeneity for market segmentation. The framework developed in this study provides a generic structure to behavioural homogeneity, proposing consumer involvement as a construct with unique predictive ability for international marketing strategy decisions. A model-based segmentation process, using structural equation models, is implemented to illustrate the application of the framework.     

A Preliminary Study of Fintech Industry: A Two-Stage Clustering Analysis for Customer Segmentation in the B2B Setting

ABSTRACT

This practitioner note proposes a new approach considering two-stage clustering and LRFMP model (Length, Recency, Frequency, Monetary and Periodicity) simultaneously for customer segmentation and behavior analysis and applies it among the Iranian Fintech companies. In this practitioner note, the K-means clustering algorithm and LRFMP model are combined in the customer segmentation process. After initial clustering, for a better understanding of valuable customers, additional clustering is implemented in segments that needed further investigation. This approach contributes to a better interpretation of different customer segments. Customer segments, consisting of 23524 business customers are analysed based on their characteristics and appropriate strategies are recommended accordingly. The first stage clustering result shows that customers are best segmented into four groups. The first and fourth segments are clustered again and the final 11 groups of customers are determined. This note provides a systematic and practical approach for researchers and practitioners for segmentation, interpretation, and targeting of customers especially in the B2B setting and the Fintech industry and helps managers to make effective marketing strategies and enhance customer relationship and marketing intelligence.     

Determination of Export Channel Strategies–The Experience of New Zealand Firms

ABSTRACT

There are many issues which need to be considered when businesses decide to internationalise their operations. One of the issues is the choice of export channels. The choice of export channels has a decisive impact on a firm's international marketing program. Export channel decisions are well researched in many countries However little attention has been made to investigate the choice of export channels by New Zealand international marketers This study examines the factors influencing the choice of export channels of 115 New Zealand firms conducting business with Taiwan. The results suggest that marketer's choice of export channels is influenced by the host market's business system, market size of the industry in the host market, and the degree of produce differentiation. The host market's business system is revealed for the first time to be a factor influencing the choice of export channels.     

Optimal Duration of Promotion for Durable Technology Product in a Segmented Market

ABSTRACT

Firms develop segment driven promotional mix to target its potential customers selectively. As the marginal revenues from promotion decreases with time, it is important to determine the optimal stopping time of a promotional activity. In the literature, the studies carried in this domain do not consider market segmentation and assume a uniform promotional mix. In this study, alternative decision models are developed to determine the duration of promotion for a durable technology product applicable to a segmented market. A case study is discussed to validate the proposed models and to illustrate the solution methodology based on a differential evolution algorithm.     

Market segmentation

Market segmentation is a crucial marketing strategy. Its aim is to identify and delineate market segments or “sets of buyers” which would then become targets for the company's marketing plans. The advantage to marketing management is that this technique divides total demand into relatively homogeneous segments which are identified by some common characteristics. These characteristics are relevant in explaining and in predicting the response of consumers, in a given segment, to marketing stimuli.

The market can be subdivided by geographic, demographic, psychological, psycho‐graphic or behavioural variables. The advantages and disadvantages of each of these types of segmentation variables are discussed in detail in this paper. Kotier (1984) has identified four requirements that a marketer can use in evaluating the desirability of potential market segments, namely measureability, accessibility, substantiality and actionability. Once a segment has been identified which meets these requirements, it is possible to develop a product or service which meets the unfulfilled needs of this segment. A marketing mix can then be devised to reach the segment identified economically and efficiently. A strategy of market segmentation attempts to regain some of the benefits of the closer association with customers which was the strength of traditional business operations.     

International Segmentation Using Biplots: A Diffusion Approach

ABSTRACT

Studies on segmentation based on the diffusion of innovations have primarily focused on new products in developed countries, whereas research in emerging economies focusing on products at a maturity or declining stage has been relatively scarce. In this study, the authors address this problem by analyzing the diffusion trends of 31 durable goods across 70 developed, emerging, or less-developed countries over three decades. They propose a dynamic time-dependent segmentation approach that segments countries based directly on the time-varying diffusion patterns of durable goods. The authors find that biplots provide a rich summary of international diffusion patterns that prevent managers over/under predicting penetration.     

我国家具出口贸易国际竞争力的实证研究

改革开放以来,我国的家具出口贸易发展迅速。我国已成为全球家具的出口大国。本文先从出口总量、产品结构和市场结构三个方面对我国家具出口贸易的现状进行介绍,然后选取贸易竞争指数和显性比较优势指数,对我国家具出口贸易的国际竞争力进行测算,最后分析制约我国家具出口的因素及相应对策。     

Solving Export Marketing Problems of Small and Medium-Sized Firms from Developing Countries

Abstract

This study shows how networks can be used to solve the export marketing problems manufacturing firms in developing countries are facing. Major export barriers perceived by manufacturing firms in Eritrea are identified and, subsequently, differences in perceptions between footwear and textile manufacturers, and small and medium sized firms are examined. The findings suggest that some problems can be solved through individual action by the firms (market or hierarchy). However, small and medium-sized firms on their own can't solve the most important problems, like the lack of market information, the preparation of proper designs and the fulfillment of minimum quantity requirements. The major conclusion is that export market entry by SMEs in developing countries will not be successful if no horizontal and vertical business networks are established.     

Development of consumer techno segmentation and its application to international markets

This study aimed to develop consumer techno segments based on technology‐related psychographic variables in four different countries including the US, Canada, Spain and Italy. The respondents' technology innovativeness, technology opinion leadership, network externality risk and technology anxiety were used as metrics to identify consumer techno segments. Cluster analysis identified three to four distinct techno segments in each country. Multivariate analysis of variance and univariate analyses were used to validate the differences among techno segments in need for change, leisure orientation and e‐shopping preference in each local market. The similarities and differences of each techno segment were examined across different international markets. A discussion and implications were drawn to help marketers develop penetration and market strategies for different international markets by understanding an expected diffusion rate of a new product and of product life cycles for each local market.     

A data mining approach for segmentation-based importance-performance analysis (SOM–BPNN–IPA): a new framework for developing customer retention strategies

Importance-performance analysis (IPA) is a simple but effective means of assisting practitioners in prioritizing service attributes when attempting to enhance service quality and customer satisfaction. The purpose of this study was to demonstrate how IPA can be used with market segmentation to develop customer retention strategies for different market segments. For this purpose, a new framework have been proposed that uses self-organizing maps for customers’ segmentation and back-propagation neural network (BPNN) for implicity drive the importance of service attributes based on their effect on customers’ loyalty in each segment. Then, individual IPA matrixes are developed for each market segment. Also, an example case is presented to demonstrate the implementation and application of the proposed framework. The results of the proposed framework compared with a conventional BPNN-IPA approach indicated that it can increase reliability and applicability of IPA results.     

The Pricing Processes of Exporters

Abstract

Within the realm of research regarding the successful implementation of exporting strategies lies the often neglected topic area of export pricing. This subject has received relatively little attention over the years for a number of reasons, including a lack of formal export pricing theory and a reluctance among international managers to discuss their pricing practices. Concurrently, what research that has been conducted on this issue has been largely undertaken from the single country perspective. Future research, both exploratory and empirical, is called for.

This study attempts to define what export pricing strategies and processes are currently being utilized by exporting firms, what influences the adoption of these strategies, and how these strategies differ across cultures. Through a series of interviews with export managers from U.S. and Mexican manufacturing firms, an exploratory case study analysis was conducted to address four major issues, namely (1) what are the export pricing processes of the firm, (2) how do stated export objectives relate to these strategies, (3) what are the perceived barriers to the successful implementation of pricing practices, and (4) how do these factors differ between Mexican and U.S. exporters.     

Sustainability Issues in Transnational Education Service: A Conceptual Framework and Empirical Insights

ABSTRACT

Many transnational education (TNE) services have been operating successfully to export education. However, many other TNE programs and partnerships have also been terminated. TNEs' sustainability is under-researched; specifically, its sustainability from the contexts of strategic partnership considerations, all recognized TNE activities, and its sustainability indicators. This conceptual article analyzes literature on TNE partnership issues, the standardization-adaptation (StandAdapt) concept of international business strategy and sustainability issues, with an aim to establish an initial route to develop TNE services that would sustain business viability, centered on transnational market-specific conditions. The analysis suggests that there is a consistent interrelationship between different sustainability indicators and market orientation, which has implications for incorporating sustainability issues into TNE services and transnational strategies. An initial framework is proposed to develop TNE services in order to sustain TNE businesses. Some empirical insights are developed in support of this conceptual framework. Further research areas are discussed.     

Character Portrayal: Examining Gender Roles in Television Commercials Targeted at Children in India and the United States

ABSTRACT

Children's market has been growing steadily not only in the United States but also globally. Advertisers have been targeting this segment heavily in recent years. Given the impact of this segment having increased rapidly in recent years, it is imperative for the advertisers to understand and develop effective advertising messages to reach this segment successfully. One of the essential components of advertisement content includes decisions regarding the gender portrayal of the characters. This study examines the depiction of self-presentation behaviors of the characters in commercials shown during the times and on the channels that children watch in India and the United States. The findings indicate interesting similarities and differences between the two countries. Managerial implications and future research directions are offered based on the findings.     

贸易便利化、国际生产分割与出口价值构成

贸易便利化降低生产分割与贸易成本,促进国家之间的生产分工与贸易,同时改变了出口的价值构成。文章分析了贸易便利化影响国际生产分割和出口价值构成的理论机制,并在双边产业层面实证检验了贸易便利化对出口价值构成的影响,主要结论有:贸易便利化对出口本国附加值率的基本影响为负;当贸易便利化水平提高到一定程度,过度外包的生产环节回流,即贸易便利化对出口附加值率的影响存在"U"型效应;贸易便利化对出口附加值率的影响在不同国家、不同产业贸易中存在明显的异质性;贸易便利化可以通过影响国际生产分割的参与度和参与位置影响出口价值构成。     

The Relative Impact of Market Orientation and Entrepreneurship on Export Performance: Do We Really Know Enough?

ABSTRACT

The impact of international corporate entrepreneurship and market orientation on firm performance is well acknowledged in the literature, but their relative influence on the performance of exporting firms remains inconclusive. This study seeks to help clarify the influence of these organizational resources by introducing a third complementary resource, namely commitment to learning. The results, based on data obtained from a survey of exporters in China, show that commitment to learning mediates the relationship between market orientation and entrepreneurship. It was also found that market orientation could be a double-edged sword for exporters in that it can enhance export satisfaction through entrepreneurship, but it can also have negative impact on profit.     

Trade-Related Training for Trainers in Export Development and Promotion in Africa

Abstract

The purpose of this paper is to develop an appropriate training mechanism for the development of the export/international trade sectors in Sudan. One of the activity components identified was the training of trainers in exporting/international marketing in selected sectors. In an effort to develop the most useful export development training program, an intensive needs assessment study was undertaken. The results of the study suggest that groups of respondents who share similar characteristics can be identified and profiled, and based on similar levels knowledge and skills they will be subjected to an intensive type of short export development and promotion training. Upon receiving the necessary training, the trainers will then train trainees in the field of international trade and export development.     

Gender Differences in Service Quality Expectations in the Fast Food Industry

Abstract

Services marketers can influence the evaluation of service quality by “managing” customer expectations. Expectations can also provide insights into market segmentation strategies. Gender is often used as a segmentation variable since it is easily identifiable, accessible, and profitable. The purpose of this study was to examine if there are any gender-based differences in the expectations of service quality in the fast food industry. Hypotheses on gender differences in expectations were tested by an ANOVA, where the composite scores of each of the five dimensions of fast food service were used as dependent variables. The expectations of women were significantly higher than men in four of the five dimensions of fast food service quality.     

Export Market for Australian Beef Industry

Abstract

The aims of this paper are to examine the constraints and potentials for Australian beef industry on world export markets, and to identify the implications for other beef exporting countries. The survey of beef export constraints suggested that the effect of world beef price and cost of feed grains reduced beef export returns. The relative importance of these variables was tested using a linear regression model. The coefficients of these variables are statistically significant at 10 and 1 per cent levels, and the results suggest that world beef price and cost of feed grains are important determinants of Australian beef exports. The findings of this study also reveal that Australia is highly restricted in its access to world beef markets by the impact of rigid import controls, tariffs and other trade barriers including export subsidies provided by foreign countries for their own exports. Australia needs to give priority to diversification of export markets, particularly in the emerging markets in Africa, Asia, the Americas and the Middle East, where reduced tariff barriers are expected to improve market access. Australia also needs to increase productivity, improve cost efficiency, and undertake market research and promotion in order to be more competitive in the long run and to capture a sizeable market share from its major competitors.     

Representativeness and Authenticity in African Craft Exports

Abstract

African countries face opportunities for the export of cultural products. Demand for these products has increased in recent years and has found distribution outlets via American and European mass retailers. The potential for African countries to exploit demand for locally produced crafts and cultural products depends critically on their ability to anticipate and respond to the market. This paper compares and contrasts craft production in Kenya and in Ghana in order to analyze the impact of culture on the countries' ability to exploit export opportunities. Key distinctions are raised in the areas of internally focused versus externally focused production and between products that are subject to local control in their production versus those that are not. Issues of authenticity versus representativeness are also raised relative to demand for craft products.