Kudenko O. Marketing segmentation in marketing

The thesis is devoted to justification of theoretical, methodological and applied principles of marketing activities of research organizations at research market. The theoretical and methodological provisions of market segmentation in marketing have been deepened, namely: the theoretical principles have been formed and the author's understanding of the main factors and criteria of effective marketing segmentation has been distinguished. The theoretical bases of heterogeneous market segmentation were summarized on the basis of comparison of differences existing in geographical, psychological, demographic, behavioral, social and other factors. The basic models, principles of market segmentation in marketing and modern marketing strategies were analyzed in accordance with the level of market segmentation, by which proper segmentation achieves the competitiveness of a business unit. The degree of attractiveness of target segments of Ukrainian enterprises was determined based on a comprehensive three-dimensional approach. Opportunities for increasing the effectiveness of marketing strategies of Ukrainian enterprises based on market segmentation were offered. The scheme of segmentation of the market of computer devices with a function of network connection for the Ukrainian enterprise was developed, which is the logical completion of the set of opportunities and tools for improving the marketing strategy of enterprises of mobile device manufacturers with the function of a network connection and provides an opportunity to clearly trace the path that needs to be followed in the evaluation process of market segment to determine the marketing strategy of the enterprise.