5.1. Strategic planning in marketing........................................................................... 80 5.2. Marketing strategy system .................................................................................... 84 5.3. Development o f growth strategies.......................................................................88 6-m odule. R E SE A R C H A N D FO R E C A ST IN G D E M A N D .......................................99 6.1. The concept o f demand, its types, factors affecting demand........................99 6.2. Market size.................................................................................................................. 108 6.3. Market conditions concept.......................................................................................114 6.4. Market forecasting methods.................................................................................... 117 Introduction................................................................................................... 3 322
7-m odule. M A R K E T SE G M E N T A T IO N A N D P R O D U C T PO S IT IO N IN G Ш THE M A R K E T .................................................................................................. 121 7.1. Essence and significance o f market segmentation............................................ 121 7.2. Features o f market segmentation......................................................................... 124 7.3. Market segmentation types.................................................................................... 127 7.4. Basic principles o f market segmentation........................................................... 133 7.5. Identify a potential market segment...................................................................... 141
