Abstract:
In fast-changing and high competitive markets, succesful firms lead to target markets and niches that exhibit unique needs and wans to sustain firms’ activities. It is sufficient that firms satisffy customers who can choose options to discriminate product offerings from others in international markets. Market segmentation is outline that determining criteria reveal target markets and niches to value creation and define those. The aim of this research is to explore the organizational factors that effect Turkish exporting firms' export success, the international market segmentation and segmentation strategies and the types of exporting firms that these strategies especially benefit. In the study, information was gathered through questionnaire forms and analyzed by structural modeling method. The moderator effect was analyzed by multiple group structural equation modeling, two-stage structural equation modeling, and hierarchical regression methods. According to the findings of the research, it is determined that the firm size is influential on the export performance of international market segmentation and positioning strategies.

Keywords: International Marketing, Market Segmentation, Positioning, Export Performance

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