and Modelling in Economics and Management Science’). Modeling Market Scenarios for Simulation Studies on the Joint Segmentation and Positioning Problem

Mazanec, in Baier and Mazanec (1999), suggests a simulation en-vironment for studying joint segmentation/positioning strategies for brands competing in a product class. The simulation operates on three-way data: consumers rate the set of brands on a set of dimen-sions, compare their perceptual brand proles to their preferential pro le, and make a choice. In the present paper a modeling frame-work for generation of such market data is suggested. First models of consumers perceptual/preferential positions are discussed. Second a model linking brand perceptions to consumers is suggested where the degree of perceptual competition between brands is explicitly mod-eled. Third a model linking consumers perceptions and preferences completes the data model from which a simulation can depart.