Vera K. Romanovich – doctor of economic sciences, professor

This article discusses the key aspects of market segmentation. The definition of market segmentation is given, its goals are disclosed, which include increasing the effectiveness of marketing communications, optimizing product offerings, etc. Segmentation criteria (such as demographic, psychographic, behavioral, and geographical) have been identified, which makes it possible to more reasonably implement marketing strategies for promoting goods and services, taking into account the unique characteristics of each consumer segment. Segmentation methods are disclosed, including both traditional approaches and modern technologies such as big data analysis and machine learning.

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