出版社：Ege University, Faculty of Economics and Administrative Sciences
摘要：The European Union (EU) market is one of the most important export markets of Turkey. Turkey is the leader country in the production and export of dried fig in the world and in the EU. This important product requires development of right marketing strategies in the EU market. Development of marketing strategies firstly involves identification of the target market. The purpose of this study is segmenting the EU market for dried fig and identifying potential target markets as well as making recommendations for the development of suitable marketing strategies.It is assumed that the firms, which have an internationally registered trademark and export to the EU, are able to set their own marketing strategies. Based on this assumption, a case study was conducted in a firm which has the largest number of internationally registered trademarks within the Aegean Region and produces and exports dried fig.Qualitative and quantitative methods were employed. Basically, the “Strategically Equivalent Segment” approach of Kale and Sudharshan (1987) is incorporated in the study. First, an interview was made with the vice president, who was responsible for foreign sales in the firm in question, in order to discover the market segmentation criteria. Then, a descriptive analysis was conducted with these interview data and cluster analyses were made for EU member countries and their regions based on these criteria and the EU market was segmented for the dried fig.
关键词：International market segmentation ; dried fig ; the European Union market ; Uluslararası pazar bölümlemesi ; kuru incir ; Avrupa Birliği pazarı
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