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METHODOLOGY OF MARKET MACROSEGMENTATION



Ye.V. Ponomareva
elena542@mail.ru
senior lecturer, the Department of Management of Baltic State Technical State University named after D.F. Ustinov, PhD in Economics
St. Petersburg

Keywords:

  • macrosegmentation
  • segment
  • B2B-consumers
  • B2C-consumers
  • microsegmentation
  • product-production string
  • egg production and products of its processing
  • By the example of a specific manufacturer, we consider the methodology of market macrosegmentation as one of basic stages of marketing strategy development and forming its consumer and competition positioning. The macrosegments distinguished as a result of the analysis make the basis for microsegmentation, making the profile of the target audience and designing a complex of marketing measures to achieve the company goals.