Methodological foundations of target market enterprise orientation
Journal: Marketing and Management of Innovations (Vol.3, No. 4)Publication Date: 2012-12-12
Authors : N.V. Karpenko;
Page : 154-160
Keywords : target market orientation; market segmentation; positioning; methods of market segmentation; criteria and indexes of target market segment estimation; subjects of positioning; stages of positioning;
Abstract
In the article the author determines the importance of target market orientation maintenance which content is based on marketing principles and envisages the interrelationship of market segmentation processes and positioning. Proposed methodological principles of segmentation implementation are the result of the authors own research, and the process of positioning is examined through the five-level system that contains three stages and two variants of organizational behavior.
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