THE ROLE OF MARKETING RESEARCH IN MARKET SEGMENTATION.
DOI:
https://doi.org/10.55640/Keywords:
Marketing research, market segmentation, consumer behavior, target segment, market analysis, positioning, competitiveness, marketing strategy, demographic criteria, data analysis.Abstract
This article discusses the role and importance of marketing research in the process of market segmentation. The study analyzes the role of data in studying consumer behavior, selecting target segments, and formulating marketing strategies. It also examines the main criteria and modern methods of segmentation.
References
1. Kotler, F. Marketing management: trans. from English / F. Kotler, KL Keller. - 15th ed. - M .: Williams, 2016 .-- 816 p.
2. Wayne Winston. Marketing Analytics: Data-Driven Techniques with Microsoft Excel. Published by John Wiley & Sons, Inc., Indianapolis, Indiana. Published simultaneously in Canada. 2014. ISBN: 978-1-118-37343-9.
3. Utkina, EA Financial and management analysis / EA Utkina, AD Sheremet. - 8th ed., revised and enlarged. - M.: Infra-M, 2015. - 320 p.
4. Golubkov, EP Marketing: strategy, plans, structures / EP Golubkov. - M.: Economica, 2017. - 352 p.
5. Sokolov, AV Analysis of the marketing activities of the enterprise / AV Sokolov. - St. Petersburg: Peter, 2019. - 240 p
6. Musaeva Sh.A. Integrated Marketing Communications. Study Guide, Makhorat Publishing House, Samarkand, 2022.
7. Musaeva Sh.A. Marketing Research. Textbook, STAR-SEL LLC, publishing and creative department. Samarkand, 2024.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain the copyright of their manuscripts, and all Open Access articles are disseminated under the terms of the Creative Commons Attribution License 4.0 (CC-BY), which licenses unrestricted use, distribution, and reproduction in any medium, provided that the original work is appropriately cited. The use of general descriptive names, trade names, trademarks, and so forth in this publication, even if not specifically identified, does not imply that these names are not protected by the relevant laws and regulations.
