Demkiv, Ya. V., & Novakivskyi, I. I. (2010). Optymizatsiya protsesu vyboru tsil'ovoho rynku [Optimization of Process of Target Market Selection]. Rehional'na ekonomika - Regional Economy, 56(2), 199-207. [in Ukrainian].

Authors

Resume

The approach to defining the target markets as well as to optimizing the distribution of enterprise’s efforts and resources between those markets is developed. This approach can be also used for optimization of enterprise’s products assortment, clients’ base, purchases structure, etc both while entering the new markets and while evaluating the activity efficiency on the existent markets. The proposed approach enables a detailed market segmentation to narrow the selection of consumer groups in order to maximize the full incorporation of the needs. The proposed method can also optimize the target costing at marketing.

Keywords:

target market, cluster analysis, dendrogram, optimization, efficiency