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 author’s own research, and the process of positioning is examined through the five-level system that contains three stages and two variants of organizational behavior.

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

Cite as: Karpenko, N. (2012). Methodological foundations of target market enterprise orientation. Marketing and Management of Innovations, 4, 154-160. https://doi.org/10.21272/mmi.2012.4-18

This work is licensed under a Creative Commons Attribution 4.0 International License

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