Formulation Of Marketing Strategies Research Articles

RELATIONSHIP MARKETING STRATEGIES APPLIED TO DIGITAL MEDIA: TRENDS AND IMPLICATION

<p><strong>Purpose: </strong>To develop strategies that enable bars and restaurants to improve their relationship marketing with their consumers using digital media as auxiliary tools. <strong>Method: </strong>This is an applied research, with a problem approach configured as quantitative, whose objectives present a descriptive character, having as technical procedures the survey, it was conceived non-probabilistic sampling by convenience. <strong>Originality/Relevance: </strong>Makes visible the possibility of measuring and understanding the desires and expectations of consumers in relation to the target companies, which in turn can provide a scientific bias to the fulfilment of certain market demands, as in the case of the formulation of relationship marketing strategies directed to the expectations and desires of the consumer public. <strong>Results: </strong>The sample researched has a greater appreciation for the bars and restaurants that are present in the digital media and that, mainly, relate to their customers through them; still, it was observed the importance of good reviews linked to the bars and restaurants in the consumers' perspective; and lastly, it was noted the predisposition of consumers about the use of the social networks Instagram and WhatsApp. Finally, from the strategies developed, it was realized the too much relevance of performing relationship marketing based on the tastes and preferences of the one whose attention you want to get.</p><p> </p><p><strong>JEL:</strong> M30; M13</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0023/a.php" alt="Hit counter" /></p>

Pemasaran Sosial Media dan Pengembangan Produk pada Pelaku UMKM Makanan di Carocok Pesisir Selatan

Large- and small-scale enterprises have a growing need to expand marketing access by employing social media as a platform for selling and product development to increase sales. Community service activities were conducted in Carocok, Pesisir Selatandistrict, West Sumatra, with the participation of fifteen seafood-related business actors. The Community Service team provides SME business owners with training and expertise regarding marketing access on social media and product development to enhance sales and maximize profitability for MSME owners in the food business that process marine raw materials. The outcomes of service activities supply business owners with the knowledge necessary to formulate marketing strategies, particularly social media marketing and product development.

Formation of environmental marketing strategies for the development of enterprises on the market of goods and services

The formation of ecological marketing strategies for the development of enterprises in the market of goods and services is an urgent task considering growing social and environmental burdens. A modern enterprise must consider not only the positive financial result of its activities but also its responsibility to nature and society. Therefore, the study is devoted to the analysis, justification, and implementation of ecological marketing strategies as a tool for ensuring the sustainable development of enterprises in the modern market. The context of environmental challenges and opportunities in business has been studied. Consumer expectations regarding environmental responsibility and sustainability of enterprises are growing, which requires companies to pay attention to the implementation of environmental aspects in their strategy. The fundamental principles of the formation of ecological marketing strategies have been identified. These include the implementation of sustainable resource efficiency, reducing the impact on the environment, as well as actively informing consumers about the sustainable nature of products and services. The methods and tools that help enterprises implement their environmental strategies are defined. Among them are environmental audits, product certification, development of new ecological products, use of green technologies, etc. The advantages and challenges of the formation of ecological marketing strategies are analyzed on the example of enterprises that have already successfully implemented such approaches. It was found that environmental strategies contribute to increasing consumer loyalty, increasing competitiveness, and creating the image of a socially responsible brand. However, there are challenges on the road to success, such as the high costs of green technology and staff training, which require management solutions. It is essential to ensure the adaptation of the strategy to a specific industry and consumer audience, to interact with environmental organizations and state institutions actively, as well as to regularly monitor and evaluate the results of the implementation of environmental strategies. In general, the formation of ecological marketing strategies for the development of enterprises in the market of goods and services plays a crucial role in ensuring sustainable development and preservation of the environment. The study reveals a comprehensive approach to this problem and provides recommendations for effectively implementing environmental marketing strategies in practice. Keywords: ecological strategy, ecological marketing, the market of ecological goods and services, sustainable development

Marketing Strategy Analysis of PT. Afra Amanah People (Case Study of Agent in Jabodetabek)

PT. Afra Insan Amanah is a form of business entity that brands products for the needs of Muslim children, PT. Afra Insan Amanah uses the name Afrakids in marketing the product. Afrakids in providing the best service to consumers cannot be separated from the help of agents who participate in seizing market potential and at the same time as business partners. The purpose of this study was to determine the external factors and internal factors in the marketing strategy of PT. Afra Insan Amanah with agents in Jabodetabek, to find out SWOT-based marketing strategies for Afrakids agents in Jabodetabek. The sampling technique in this study was non-probability sampling with a purposive sampling type. The sample in this study were 12 Afrakids agents in Jabodetabek. Data collection techniques obtained by interviews, observation and documentation. The results of this study are the formulation of alternative marketing strategies obtained based on external and internal factors, namely maximizing strategic locations, expanding and increasing promotions, deepening relationships with partners, improving good relations with customers, maintaining product quality. Strategies that can be used by Afrakids agents in Jabodetabek based on the SWOT matrix are maintaining and improving product quality, increasing and deepening relationships with resellers. maintain product quality. Strategies that can be used by Afrakids agents in Jabodetabek based on the SWOT matrix are maintaining and improving product quality, increasing and deepening relationships with resellers. maintain product quality. Strategies that can be used by Afrakids agents in Jabodetabek based on the SWOT matrix are maintaining and improving product quality, increasing and deepening relationships with resellers. Keywords :Marketing Strategy, Marketing Mix, SWOT

Influencing factors of young people’s short video switching behaviour based on grounded theory

PurposeThis study aims to explore the switching behaviour of short video (SV) users and its influencing factors and promote the sustainable development of SV platforms (SVPs) and the marketing strategy formulation of library and information institutions.Design/methodology/approachUsing the qualitative research method of semi-structured interviews and grounded theory, this study conducts an exploratory study on the user switching phenomenon of an SVP. The authors encoded the interview text at three levels, extracted the factors influencing user switching behaviour on an SVP and constructed the corresponding theoretical model.FindingsThis study identifies the following major internal and external factors influencing user switching behaviour of SVP: platform quality, social environment, individual characteristics and use needs. It also elaborates on the impact of these internal and external factors on user switching behaviour.Originality/valueThis study explored the factors influencing SV user switching behaviour and constructed corresponding theoretical models, enriching research in information technology and social media switching. In practice, this study helped the existing SVPs and library and information institutions establish a corresponding early warning mechanism to prevent the loss of existing users and attract new users.

Management of the organization process of the company strategic partnership: marketing aspect

Introduction. The process of marketing formation of partnerships between the subjects of economic activity entering into the interaction is investigated and the methodical approach to numerical evaluation of this process is justified taking into account aspects of their production activity. As the environment becomes more complex, increasingly competitive and less predictable, a company, if it wants to survive, must operate at the higher level and involve a wide range of capabilities. Development of multiple capabilities and achieving benefits across a range of activity indicators puts managerial dilemmas at the company which cannot be solved as a simple compromise. The company must be effective today and at the same time adapt to the future; it must produce low-value goods and innovations; she needs to use the vast resources of the large corporation and demonstrate entrepreneurial talent; they must achieve high levels of reliability and consistency and be flexible adapting to changes. The purpose of the paper is to substantiate theoretical and methodological foundations and develop practical recommendations for the formation of marketing strategy of the industrial company on the basis of partnerships. Results. A methodological approach to the formation and development of the network marketing structure based on partnerships in the supply and sales channels of industrial products has been developed. The model of the organization process management of the strategic partnership of the company was substantiated, which involves highlighting of the company-integrator, which has the greatest degree of influence on the participants of the supply and sales channel on the principles of flexible partnership marketing. Conclusion. Thus, the starting point for building partnerships is to determine the specific demand, supply and other factors of the internal and external environment of the companies involved in this channel. It is expediently to determine the general approach of creating such a channel on the example of specific companies. But in order to solve the tasks of a particular company, it is necessary to develop a methodology to justify the choice of a particular form or its combinations, which provides the most rational marketing strategy for each enterprise from a number of partners in a particular industry.

Predicting Fintech Innovation Adoption: the Mediator Role of Social Norms and Attitudes

Digital innovation is challenging the traditional way of offering financial services to companies; the so-called Fintech phenomenon refers to startups that use the latest technologies to offer innovative financial services. Within the framework of the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA), the primary purpose of this paper is to develop a causal-predictive analysis of the relationship between Subjective Norms, Attitudes, and Perceived Behavioral Control with the Intention to Use and Behavioral Use of the Fintech services by companies. Partial Least Squares Structural Equation Modeling methodology was used with data collected from a survey of 300 companies. Our findings support the TRA and TPB models and confirm their robustness in predicting companies’ intention and use of Fintech services. Financial technology innovators must understand the processes involved in users’ adoption to design sound strategies that increase the viability of their services. Studying the antecedents of behavioral intention to adopt Fintech services can greatly help understand the pace of adoption, allowing these players to attract and retain customers better. This study contributes to the literature by formulating and validating TPB to predict Fintech adoption, and its findings provide useful information for banks and Fintech companies and lead to an improvement in organizational performance management in formulating marketing strategies.

Executives’ financial experience and myopic marketing management: A myopic loss-aversion perspective

This study investigates how executives’ financial experience (EFE) impacts myopic marketing management (MMM) from a myopic loss aversion (MLA) perspective and ways to mitigate the strategic bias induced by personal cognitive bias. It discovers that executives with financial sector working experience and educational experience are positively associated with a propensity toward MLA, which positively impacts MMM. By introducing compensation incentives, capital market, and performance pressures as moderators, this study reveals positive moderating impacts and identifies the theoretical mechanism of MLA. Finally, it explores debiasing strategies and finds that the myopic marketing strategy caused by the MLA from executives with financial experience, can be corrected by equity incentives, the top management team’s marketing power, and marketing capabilities. These findings contribute to the current literature on formulating marketing strategies and MMM. They also provide expanded implications from the MLA perspective while integrating behavioral theory into marketing strategies and offer some managerial suggestions.

A study of the construction of an in-class practice system for integrated marketing communication

A core course in the "Market Analysis and Marketing Strategy Formulation" module, Integrated Marketing Communication, aims to cultivate talent with strong application skills, adaptability to social changes, and creativity. Therefore, there is a need to construct a holistic in-class practice system for this course and improve on it—enhancing the integration of theoretical and practical teaching. By analyzing specifically implemented syllabi, as well as feedback from course interactions between students and instructors, it served as the basis for the entire study. Identify the deficiencies, conduct an in-depth investigation, and provide relevant recommendations for countermeasures. To optimize the in-class practice system of integrated marketing communication courses and lay the foundation for students to become the new generation of technical application talents.

DEVELOPMENT OF THE MARKETING STRATEGY OF AGRICULTURAL SECTOR ENTERPRISES ON THE GRAIN MARKETS OF UKRAINE AND THE PEOPLE'S REPUBLIC OF CHINA

DEVELOPMENT OF THE MARKETING STRATEGY OF AGRICULTURAL SECTOR ENTERPRISES ON THE GRAIN MARKETS OF UKRAINE AND THE PEOPLE'S REPUBLIC OF CHINA

Organizational and Economic Mechanism of Customer Relationship Management under the Era of Digital Transformations

In recent years, there has been a radical transformation of the marketing concept in the direction of an individual approach to the client. At the same time, it must be emphasized that these issues are becoming especially relevant in the digital era, which significantly affects the concept of the logistics management of companies, tools for the formation of marketing strategies, sales policy, and digital channels. In view of this, the purpose of this paper is the theoretical justification and development of scientific and methodological provisions for improving the organizational and economic mechanism of customer relationship management under the era of digital transformations. To achieve the aim of the research, the following scientific methods were used: analysis, synthesis, comparison, classification, expert survey, statistical analysis, and structural and logical generalization. The article specifies the content of the concepts “customer service”, “logistics service”, “loyalty”, “customer interaction”, “customer experience”, and “customer relationship management”. Modern problems of the formation and development of the customer relationship management system and the implementation of information and communication technologies in European countries have been identified. The key barriers restraining the digital transformation of the customer relationship management system have been identified and are conventionally classified into 7 groups: political, financial and economic, market, marketing, organizational, personnel, and informational. It is proven that the elimination of these barriers requires the development of an organizational and economic mechanism for managing relationships with consumers, which should be based on qualitatively new principles, methods and approaches in the conditions of digitalization. The expediency of applying a comprehensive approach to the digital transformation of the customer relationship management system is substantiated.

Marketing analysis of the competitiveness of sub-first industries on the market of organic products in the conditions ecologization

The article examines the theoretical and practical aspects of the formation and development of a marketing resource, as a powerful means of increasing the competitiveness of enterprises on the market of organic products in the conditions of environmentalization. The content of the terms «competition» and «competitiveness», theoretical and methodological principles of marketing, as one of the foundations of increasing the competitiveness of enterprises, have been clarified. The factors of competitiveness of Ukrainian sushi restaurants were determined based on the results of the survey. The ability to use the potential and resources provided by the surrounding marketing environment to achieve a relatively higher degree of satisfaction of the needs of consumers of the target market is analyzed. Advantages, disadvantages, threats and opportunities are identified, approaches to improving the development strategy of enterprises in the market of organic products are determined. One of the main reasons for this situation (along with the imperfect legal framework, the low level of purchasing power of the population, the imperfect development of the market infrastructure) is the insufficient level of development and implementation of marketing strategies for the commercial production of organic products both on the domestic and foreign markets, research of the demand, needs and characteristics of the behavior of consumers of organic products, situational analysis of the marketing environment and market conditions and, accordingly, the development of an effective concept of ecological marketing. Measures for the formation of marketing strategies, improvement of service, which will help to strengthen competitive positions on the market, are proposed. Recommendations for the development of the marketing potential of enterprises in the market of organic products in the conditions of environmentalization are offered. The study contains an analysis of effective strategies that help businesses meet the needs and demands of consumers using marketing approaches and methods. Greening should become the main element of the marketing strategy of enterprises and help in solving many problems related to providing the population with high-quality products.

Theoretical description of marketing system of automotive enterprises

The article examines the issues of using benchmarking to increase the competitiveness of auto industry enterprises. In the present conditions, the interaction concept in the marketing activities of auto industry enterprises consists of relations (communication) between buyers and the participants of the buying and selling process; scientific proposals and recommendations are given to increase the importance of effective communication of marketing interaction. At the same time, it is important to effectively influence the marketing system of auto industry enterprises by implementing the results of marketing research of international research institutes in forming directions for increasing the effectiveness of the marketing activities of auto industry enterprises, and as a result, to increase the investment potential and competitiveness of auto industry enterprises. Studying the theoretical foundations of the formation of marketing strategies in the automotive industry and approaches to classifying the types of marketing strategies allow to determine the peculiarities of their use in the automotive industry of Uzbekistan and to develop appropriate measures. The analysis of the characteristics of the main methodological approaches to the development of marketing strategies of automobile industry enterprises in foreign countries practically substantiates the fact that the flexibility to the processes related to market development is important, not the relationships that arise during the development of the marketing strategy and its implementation.

Sales Volume Forecast of Typical Auto Parts Based on BiGRU: A Case Study

Inventory management is an important part of the auto parts supplier business. Accurate prediction of sales volume for different auto parts is the basis for staff to formulate marketing strategies and procurement plans. Based on the limited historical sales data of the South China, North China and East China branches of an auto parts company, some prediction models are trained and tested to determine the best model for predicting future production sales. An orthogonal experimental method is used to implement hyperparameter estimation for the prediction models on this basis. In addition, a posteriori test is used to verify the validity and accuracy of the Bi-GRU model in predicting the sales volume of typical auto parts. The results show that, compared with other models, the bidirectional gated recurrent unit (Bi-GRU) model has the highest accuracy in testing and is used to predict the future sales of typical auto parts. The posterior test proved that the validity and accuracy of the Bi-GRU model is verified. The orthogonal experiment method can effectively realize the hyperparameter estimation for each model. According to the prediction results, the sales volume of blind drive caps in South China, North China and East China will reach 18235, 17030 and 14949 pieces, respectively, after 90 days. Meanwhile, the corresponding sales volume of bolts will reach 13141, 15062 and 10253 pieces, respectively.

Assesing Marketing Strategy: Towards an integrated Maturity Model

Maturity models are a simple but powerful tool applied across an ample range of business disciplines. Originally emerging out of quality management and software engineering, these conceptual models help assess the quality of certain processes or strategies; and identify opportunities and actions needed to move to the next stage in maturity (Wendler, 2012). However, there is a lack of such a useful tool in the vast marketing management area of knowledge. Marketing textbooks and research are mostly focused on describing a set of definitions and proper conditions for marketing decisions, rather than having discussions on the way managers should make marketing decisions to improve the impact of those strategies (Wierenga, 2011). This needs to change. Managers who are properly guided in the marketing strategy formulation process are benefitted by minimizing intended-realized marketing strategy gaps. They also tend to maximize the ability of the marketing strategy to achieve business goals and increase the quality of that business process. The proposed theory intends to answer two key questions: How could managers systematically improve their ability to assess the maturity of their current marketing strategy formulation process? How to develop marketing plans that, because of their content, result in an increased ability to be implemented and a potentially higher success rate? To answer these questions, I propose an integrated 5-stage Maturity Model that will help managers identify the maturity of their current marketing strategy, and determine proper areas for improvement, either in the formulation process or its content.

ЗАСАДИ ФОРМУВАННЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ В ПРОЦЕСІ УПРАВЛІННЯ ТУРИСТИЧНОГО ПІДПРИЄМСТВА

The article considers the specifics of developing a marketing strategy as a means of ensuring sustainable economic development of a tourism enterprise. The principles of marketing strategy formation are presented. The problem of proper formation of the marketing strategy is raised, which requires setting appropriate goals and objectives, the implementation of which in specific market conditions will lead to the achievement of the general corporate goals. Attention is drawn to the importance of harmonizing the interests of three stakeholders - the tourism enterprise, consumers and the public. Thus, when building an effective marketing strategy, a tourism company should rely on its own goals, available resource potential, the specifics of the tourism market, consumer needs and public interests. Great importance is attached to setting marketing goals of a tourism enterprise as a mandatory element of marketing management. Attention is drawn to the subordinate position of marketing goals in relation to the general goals of a tourism enterprise, which are the means of achieving them. The goals that form the basis of the marketing strategy relate to two aspects of the enterprise, namely products and markets, and also include the goals of product policy, pricing policy, distribution policy and communication policy. The specifics of forming a marketing strategy are considered, taking into account the product-market matrix of a tourism enterprise. The essence and importance of the marketing strategy, as well as its components, are revealed. An important role is assigned to market segmentation, identification of target markets, positioning of the tourism product, determination of competitive advantages of the tourism enterprise. The principles and requirements for the formation of a marketing strategy of a tourism enterprise are considered, compliance with which should ensure the effective implementation of marketing functions and tasks. Attention is drawn to the complexity and multifacetedness of the process of developing a marketing strategy, which requires taking into account the general goals of a tourism enterprise, the state of the external marketing environment, the capabilities of the enterprise, and the degree of risk.

A Study on Demographics Characteristics on Purchase Intention of Smartphone

Purpose: The primary goal of the study is to find out significant differences in the purchase of smartphones by gender, between age groups, and between income and education levels. This study also examines how demographics affect Nepalese users’ intentions to purchase smartphones, including gender, age groups, educational attainment, and income levels. Design/Methodology/Approach: Deductive research approach has been used in the study. The study used a descriptive research design. This study made use of primary data. 396 Smartphone users in Kathmandu were polled using a convenient sample technique through a Five-point Likert scale questionnaire. To make a diagnosis and come to reliable results, descriptive statistical analysis, independent sample t-tests, and one-way ANOVA have been used. To examine the association between these characteristics and purchase intention, gender, age groups, educational attainment, and income levels are considered independent variables. Findings: Therefore, it can be said that demographic parameters influence consumers’ purchase intention for Smartphones. Independent sample t-test and one-way ANOVA test results reveal that there is no significant difference in purchase intention for Smartphone buying between gender, age groups, levels of education, and levels of income. Originality/Value: Prior research studied the various factors influencing purchase intention, such as advertisement, country of origin, brand image, price, quality, reference groups, price, income, and personal characteristics. To the best of the authors’ knowledge, their research is the first to study the impact of age, gender, level of education, and income on the purchase intention of smartphones buying. Limitations/Implications: There are various factors influencing the purchase intention; among them, only demographic factors such as age, gender, level of education, and level of income are undertaken for the study. Only Smartphone products are taken in the study, and other products are excluded from the study. The study findings will be useful to Smartphone businesses to formulate marketing strategies and plans to increase consumers’ purchase intention and sales of the products.

Factors Affecting Smartphone Purchase Decisions of Consumers

This study aimed to pinpoint the factors influencing consumers' decisions to buy Smartphones in Kathmandu. The study examined how social factors, product attributes, and brand image affect consumers' decisions to buy Smartphones. The study focuses on the consumer's preferred method of choosing a Smartphone and which element influences that choice most. In the Kathmandu Valley, the demand for Smartphones is rising quickly. This study made use of primary data. The information was gathered from 394 buyers of cell phones in Kathmandu using a structured questionnaire and a convenient sampling technique. The elements influencing customer purchasing decisions for smartphones were found by using descriptive analysis, correlation analysis, and multiple regression analysis, which allowed for a good conclusion-drawing process. To investigate the Influence on purchasing decisions for Smartphones, product features, social factors, and brand image are used as independent variables. According to a correlation study, the dependent variable, consumer purchase decision in the purchase of a Smartphone, has a substantial association with all independent variables. The outcome of the regression analysis discovered that brand image, product attributes, and social factors significantly influence consumer purchasing behavior. The findings of the study are implacable for both the managerial level and the academic level. However, the study's findings can offer a researcher some theoretical direction. The results of this study may provide guidelines for formulating marketing strategies regarding Smartphones.

중국 노인용 웨어러블 워치의 디자인 요소가 사용자 인식과 사용의향에 미치는 영향

With the aging of the population intensifies, the medical care of the elderly has brought a heavy burden to the social and economic development. Facing the rapid growth of the elderly population and the increasingly prominent problems of the elderly, the new scientific and technological means represented by “Internet” have provided a new way of thinking to solve the problems of the elderly. At present, wearable watches for health monitoring of the elderly have been launched in the market. This paper hopes to test the influence of design factors of wearable watches on user perception and willingness to use through the application of technology acceptance model, so as to improve the willingness of the elderly users to use the product. Technology acceptance model is mainly used to study users’ acceptance behavior and attitude towards emerging information technology. Through the first study on the design factors of wearable watches and technology acceptance model, it determined the four design factors of wearable watches including functionality, aesthetics, interactivity and compatibility, and the three variables of user perception in technology acceptance model including perceived pleasantness, perceived ease of use and perceived usefulness. In this paper, 236 questionnaires were collected by questionnaire survey. Firstly, SPSS26.0 was used to test and analyze the reliability and validity of the questionnaire data, and used structural equation software to test the model hypothesis. The results show that functionality has a positive impact on perceived pleasantness, perceived ease of use and perceived usefulness, aesthetics has a positive impact on perceived pleasantness and perceived ease of use, interactivity has a positive impact on perceived ease of use, compatibility has a positive impact on perceived ease of use, perceived usefulness, perceived ease of use and perceived pleasure have a positive impact on willingness to use. The results of the study can provide reference for the developers of wearable watches for the elderly to formulate marketing strategies, and provide data and practical theoretical basis for product design.

МЕТОДИЧНИЙ ПІДХІД ДО ФОРМУВАННЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ПРОСУВАННЯ ПРОДУКЦІЇ НА НОВІ РИНКИ

The study revealed the relevance of the problem of improving the method of forming a marketing strategy for promoting new products to the market. The purpose of the study is to improve the theoretical, methodological and applied principles of substantiation of the marketing strategy of promoting products to new markets. Micro- and macro- as well as endo- and exogenous factors influencing the formation of marketing strategies of business entities are analyzed. The external competitive environment of the enterprise analyzed in the study was analyzed. It has been established that this is a highly competitive market, and the level of competition in this market is gradually weakening. A competitive map of the enterprise's product market was compiled according to such parameters as the size of the competitor's market share and the rates of its expansion (narrowing). A model for choosing a marketing strategy for promoting the company's products to new markets has been developed, depending on the identified competitive advantages. It has been proven that it is advisable to interpret the marketing strategy of promoting products to new markets as a set of elements that characterize a principled logic different from competitors based on the use of key competencies for the most effective distribution of strategic resources in the business process system with the aim of creating products that meet consumer priorities.
 The scientific novelty of the research results lies in the improvement of the methodical approach to the promotion of the company's products to new markets by forming an appropriate marketing strategy.
 The applied value of the research results is that the implementation of the appropriate methodical approach will allow, with lower sales costs, to ensure better positioning of the company's products in the target market segment, which will contribute to increasing sales volumes and higher business efficiency in general.