TARIM ÜRÜNLERİNİN KULLANIM SIKLIKLARINA GÖRE BÖLÜMLENEN GLOBAL PAZARIN SABİTLİĞİ

Yıl 1999, Sayı: 14, 16 - 31, 30.06.1999

Mahir Nakip

Öz

Bazı tarımsal ürünlerin kullanım sıklığına göre belirlenmiş, uluslararası pazar dilimlerinin kısa vadede değişip değişmediği, uluslararası pazarlama yöneticileri için oldukça önemlidir. Bu çalışmanın sonuçları gösteımiştir ki, tarımsal ürünlerin kullanım sıklığı esasına göre belirlenmiş uluslararası pazarlar, kısa vadede aynı kalmaktadır. Fakat pazar bölümlerinin ( az kullananlar ve çok kullananlar) bazı üyeleri (ülkeler) küme değiştirebilmiştir. Bu da pazar bölümlerinin hacimlerini nispeten değiştirebilir. Aynı şekilde, pazar bölümlerinin

kararkteristikleri de kısa zaman zarfında büyük ölçüde sabit kalmaktadır.

Anahtar Kelimeler

tarım ürünlerinin kullanım sıklıkları, global pazar

Kaynakça

• Abratt, R. 1993. Market Segmentation Practices of Industrial Marketers. Industrial Marketing Management, 22, 79-84
• Arabie, P., and Hubert L. 1994. Cluster Analysis in Marketing Research in R. P.
• Bogozzi (Eds.), Handbook of Marketing Research, Oxford: Blackvvell & Company 160-189
• Baalbaki, I. B., Malhotra, N. K. 1993. Marketing Management Bases for International Market Segmentation: An Alternate Look at the Standardization/Customization Debate. International Marketing Revievv, 10, 1, 19-44
• Calantone, Roger J., Alan G. Savvyer. 1978. The Stability of Benefit Segments. Journal of Marketing Research, Cilt XV, Ağustos: 395-404.
• Crawford, J. C., Garland, B. & Ganesh, G. 1988. Identifying Pro-trade Consumers. International Marketing Review, 5,4, 25-33
• Dav, E., Fox, R.J. and Huszagh, S.M. 1988. Segmenting the Global Market for Industrial Goods: Issues and Implications. International Marketing Revievv 5 3 1527
• DeSarbo, W. S. and Mahajan, V. 1984. Constrained Classification: The Use of A Priori Information in Cluster Analysis. Psychometrika, 49 June: 182-215
• Doyle, P. and Saunders J. 1985. Market Segmentation and Positioning in Specialized Industrial Markets. Journal of Marketing, 49, Spring: 24-32
• Gatignon, H. A., Eliashberg, J. & Robertson, T. S. 1989. Modeling Multinational Diffusion Patterns: An Effıcient Methodology. Marketing Science, 8, Summer 231247
• Green, R. T. & Srivastava R.K. 1987. Classification of Export Markets Based on Product Mix. Advances in International Marketing, 2, 139-155 Gujarati, D. N. (1988), Basic Econometrics, Second Edition, McGraw-Hill Book Company, New York
• Hassan, S. S., Katsanis, L. P. 1991. Identification of Global Consumer Segments: A Behavioral Framevvork. Journal of International Consumer Marketing, 3, 2, 11-28
• Helsen, K., Jedidi, K., and DeSarbo, S. 1993. A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns. Journal of Marketing, 57 October: 60-71
• Hofstede, G. 1983. National Cultures in Four Dimensions. International studies of Management and Organization, 13,1-2,47-74
• Huszagh, S. M., Fox, R. J. & Day. E. 1986. Global Marketing: An Empirical Investigation. The Columbia Journal of World Business, Twentieth Anniversary iss 1066-1986,20,4, pp. 31-43 ’
• Kale, S. H., Sudharshan, D. 1987. A strategic Approach to International Segmentation.
• International Marketing Revievv Summer: 60-70 Krause, J. H., Wilson, W. W., Dooley, F. J. Global Market Segmentation for Value-Added Agricuitural Products. Agribusiness, 11, 3, 195-206
• Lee, C. 1990. Determinants of National Innovativeness and International market Segmentation. International Marketing Revievv, 7, 5, 39-49
• Linberg, B.C. 1982. International Comparison of Grovvth in Demand for a Nevv Durable Consumer Product. Journal of Marketing Research, 19, August: 364-371
• Malhotra, N. K. 1993 Marketing Research, An Applied Orientation, Prentice Hail, Englevvood Ciffs, Nevv Jersey.
• Mo, C., Havitz, M.E. & Hovvard, D.R. 1994. Segmenting Travel Markets With the International Tourism Role (ITR) Scale. Journal of Travel Research, 33, Summer 24-31
• Moskovvitz, H., Rabino, S. 1994. Sensory Segmentation: An Organizing Principle for International Product Concept Generation. Journal of Global Marketing, 8, 1, 73-93
• Myers, J. G. And Nicosia, F. M. 1970. Time Path Typic From Static to Dynamic Typologies. Management Science, 16, June: 584-96
• Nachum, L. and Ayal, I. 1994. Appropriate Method for Segmentation of the International Market: Segmentation of the LDCs. Journal of International Marketing and Maıketing Research, 19, 3, 125-141
• Papadopoulos, N., Deniş, J.E. 1988. Inventory, Taxonomy & Assessment of Methods for International Market Selection. International Marketing Revievv, 5, 3, 38-51
• Schuster, C. P., Bodkin, C. D. 1987. Market Segmentation Practices of Exporting Companies. Industrial Marketing Management, 16, 95-102
• Sethi, S. P. 1971. Comparative Cluster Analysis for World Markets. Journal of Marketing Research, 8. August: 348-354
• Takada, H. & Jain, D. 1991. Cross-National Analysis of Diffusion of Consumer Durable Goods in Pacific Rim Countries. Journal of Marketing, 25, April: 48-54
• Thorelli, H. B., Becker, H., & Engledovv, J.1975. The Information Seekers: An International Study of Consumer Information and Advertising Image, Mass: Cambridge, Ballinger Publishing, Inc.
• United Nations, 1995, Production, FAO Yearbook, Cilt 49.
• , 1994, Production, FAO Yearbook, Cilt 47.
• , Trade, 1994, FAO, Yearbook, Cilt 48.
• Verhage, B. J., Dahringer. L. D., Cundiff, E. W. 1989. YVilI a Global Marketing Strategy Work? An Energy Conservation Perspective. Journal of the Academy of Marketing Science, 17,2, 129-136
• Wang, C. C. L. 1997. Bases for International Market Segmentation. Journal of Segmentation in Marketing, 1, 1,5-21
• Wang, C. C. L. 1996. Degree of Standardization: A Contengency Framework for Global Marketing Strategy Development. Journal of Global Marketing, 6, 1, 15-26
• Weinstein, Art. 1994. Market Segmentation. Revised Edition, Probus Publishing Company. Chicago.
• Wills, J., Samli, A. C., Jacobs, L. 1991. Developing Global Products and Marketing Strategies: A Construct and a Research Agenda. Journal of the Academy of Marketing Science, 19, 1, 1-10
• Wind, Y. Douglas, S.P. 1972. International Market Segmentation. European Journal of Marketing, 6, 1,17-25
• Yavaş, U. Verhage, B. J. & Green, R. T. 1992. Global Consumer Segmentation Versus Local Market Orientation: Empirical Findings. Management International Revievv, 32, 3, 265-272