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Перепишіть текст за фахом та перекладіть його рідною мовою.

Market segmentation means dividing a market into distinct subsets of customers with different needs, according to different variables that can playa role in purchasing decisions. These can include geographical factors – region, population density (urban, suburban, rural), size of town, and climate; demographic factors such as age, sex, family size, or stage in the family life cycle; and other variables including income, occupation, education, social class, life style, and personality.

If there is only one brand in a market, it is likely to be positioned in the centre, so as to attract the most consumers possible. Appealing to all groups from the centre with an undifferentiated product gives a company the largest potential market, while minimizing production, inventory, market research and product management costs. A new competitor can either situate its product next to the existing one, in a straightforward battle for market share, or try to find a corner of the market in order to gain the loyalty of a consumer group not satisfied with the centre brand.

If there are several brands in the market, they are likely to position themselves fairly evenly throughout the space and show real differences to match differences in consumer preference. If, on the other hand, several producers are competing for the largest centre segment, new entrants onto the market will probably find that smaller segments with less competition are more profitable. In fact, targeting a particular market segment is often the only realistic strategy for firms with limited resources, although it can be risky, as the segment might get smaller or even disappear, or be attacked by a larger competitor.

At the beginning of a product's life cycle, companies often produce only one version, and attempt to develop demand by undifferentiated marketing, before switching to differentiated marketing in the product's maturity stage. Differentiated marketing involves developing several brands, each positioned in a different segment. This obviously maximizes total sales, but equally increases R&D, planning, market research, forecasting, production, promotion, administration and inventory costs.

4.9. Дайте відповіді на запитання.

4.9.1. What does market segmentation mean? What variables does it include

4.9.2. How does a brand behave in the market if it's the only one?

4.9.3. What happens when there are a few brands in the market?

4.9.4. What's the use of targeting a market segment?

4.9.5. What are the drawbacks of differentiated marketing?

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