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Approaches to Segmentation of Consumers of Unified Goods

Author: Valentin P. Vershinin, Dr. Sc. (Ec.), Head of General and Special Academic Subjects Dept; Yevgeny M. Mezentsev, general director

Abstract: The article looks at conventional and authorial approaches to breaking into consumer and institutional markets; analyzes their ingredients which include the characteristics of uniform goods and segmentation elements.

Key words: marketing; marketing tools; target market; market segmentation; consumer market; institutional market; target segment; market analysis.