Name
Gorokhova Anna Evgenyevna
Scholastic degree
•
Academic rank
associated professor
Honorary rank
—
Organization, job position
Moscow State University of Mechanical Engineering
Web site url
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Articles count: 1
In the article it is proved that prompt entry of Russia
into the market caused a set of practical and theoretical
problems in various spheres of public life of the
country. The Russian economy endures the period of
deep system transformations that allows defining it as
the economy of transitional type characterized at the
microlevel by transformation of economic subjects,
conditions and the directions of their activity,
formation of essentially new control system of
enterprise structures, the system of marketing becomes
one of which rod elements. The innovative approaches
to segmentation of the markets and positioning of
goods which are based on reconstruction of market
space by means of application of a complex of the
unique decisions considering features of functioning of
the company, specifics of the market, and also specific
social and economic conditions of conducting
economic activity are investigated. The main
directions of search of unoccupied market niches are
revealed, the comparative characteristic of two
essentially excellent strategy of activity of the
company – is carried out when conducting competitive
fight and at refusal of this fight as a result of formation
of market zones, free from the competition. The
technique of formation of market zones, free from the
competition is offered. Use of technologies of
innovative marketing allows to reduce the risks
interfaced to development of innovations as these
technologies give the chance objectively to estimate a potential demand to reveal a target market segment
and to answer a question of expediency of continuation
of development or their inefficiency for enterprise
structures