Problems of segmentation of the socially-significant markets

Abstract

The success of marketing activity of any company, first of all, depends on efficiency of segmentation and goods positioning in the market. Market segmentation is one of the important functions in system of marketing activity and is connected with identification of target groups of consumers with similar requirements, consumer or motivational characteristics. There is a set of arguments with which prove necessity of market segmentation. However it is necessary to consider as the main argument that fact that segmentation increases competitive advantages of the company.

Keywords

• сегментирование
• социально значимые рынки
• ассортиментная политика
• кластерный метод