LA SEGMENTATION DES MARCHÉS AU NIVEAU INTERNATIONAL : Les apports de la méthode des classes latentes multi-niveaux

The development of an international marketing strategy relies on a good knowledge of the foreign markets. Market segmentation is a key step in this process. However, despite is a key step in this process. However, despite the segmentation importance, its implementation within an international contex...

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Bibliographic Details
Published in:Décisions marketing 2006-04 (42), p.21
Main Authors: Paul-Valentin Ngobo, Guinguant, Hervé
Format: Article
Language:fre
Subjects:
Clothing industry
International
Market segmentation
Market strategy
Marketing
Sport clothes
Strategic management
Studies
Textiles
Online Access:Get full text
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Summary:The development of an international marketing strategy relies on a good knowledge of the foreign markets. Market segmentation is a key step in this process. However, despite is a key step in this process. However, despite the segmentation importance, its implementation within an international context has always been difficult for many marketing managers; most of the recommendation have been difficult to complement. The author introduce the multilevel latent class model, a relatively new and underused quantitative marketing research method for international markets. They look at its advantages over such traditional methods as the K-Means Clustering and present a segmentation of European consumer of sportswear products.
ISSN:1253-0476