Peculiarities in Construction of Segmentation Models: Theory and Practice Segmentavimo modelių sudarymo ypatumai: teorija ir praktika

dc.creator	Daiva Viselgaitė
dc.creator	Mantas Vilys
dc.date	2011-11-01T00:00:00Z
dc.date.accessioned	2015-07-20T22:11:00Z
dc.date.available	2015-07-20T22:11:00Z
dc.identifier	10.3846/bme.2011.12
dc.identifier	2029-7491
dc.identifier	2029-6169
dc.identifier	https://doaj.org/article/e1ffed9db3c742a7acd2f74dd9a48ee7
dc.identifier.uri	http://evidence.thinkportal.org/handle/123456789/14085
dc.description	Strategic marketing development is a major area of Lithuanian manufacturing companies, which seeks to improve business. In order to develop a strategic marketing plan, companies encompassing several business models are faced with the need to adapt those models here and highlight the lack of skills to carry out marketing activities for the sharp divide in the business models in the marketing literature. In order to give the latter companies a theoretical foundation for development of strategic marketing for sustainable business, which highlights the need for business model adaptation in the process of segmentation, it is worthwhile to analyze the scientific segmentation models and prepare recommendations for model construction. The scientific article is based on marketing research in window manufacturing and mounting business that enables to create a step-by-step market segmentation model, which is based on adaptation of different business models. The main tendencies identified in the sector (high market and technological uncertainty, intense competition) makes it a very characteristic example of a business, which seeks to improve competitiveness.<br><p>Strateginės rinkodaros plėtra yra svarbi sritis Lietuvos gamybos įmonėse. Ji padeda pasiekti geresnių verslo rezultatų. Siekiant plėtoti strateginį rinkodaros planą, kelis verslo modelius apimančios įmonės susiduria su poreikiu pritaikyti tuos modelius ir pabrėžia įgūdžių stoką, vykdant rinkodaros veiklą ir tiksliai pritaikant verslo rinkodaros literatūroje pateiktus modelius. Norint suteikti įmonėms strateginės rinkodaros tvarios plėtros teorinius pagrindus, kurie reikalingi verslo modeliams pritaikyti segmentavimo procese, būtina išanalizuoti mokslinius segmentavimo modelius ir parengti rekomendacijas modeliui sudaryti. Straipsnis grindžiamas rinkodaros tyrimais langų gamybos ir montavimo versle, kurie leidžia žingsnis po žingsnio sukurti rinkos segmentavimo modelį ir remiasi įvairių verslo modelių pritaikymu. Nagrinėjamas sektorius, pasižymintis aukštu rinkos bei taikomų technologijų neapibrėžtumu ir susiduriantis su itin intensyvia konkurencija, yra vis naujų konkurencingumo stiprinimo sprendimų siekiančio verslo būdingas pavyzdys.</p><p>Straipsnis anglų kalba</p>
dc.language	English
dc.relation	http://www.bme.vgtu.lt/index.php/bme/article/view/36
dc.relation	https://doaj.org/toc/2029-7491
dc.relation	https://doaj.org/toc/2029-6169
dc.source	Business, Management and Education , Vol 9, Iss 2, Pp 171-184 (2011)
dc.subject	segmentation, segmentation model, strategic marketing, business
dc.subject	Business
dc.subject	HF5001-6182
dc.subject	Commerce
dc.subject	HF1-6182
dc.subject	Social Sciences
dc.subject	H
dc.subject	DOAJ:Business and Management
dc.subject	DOAJ:Business and Economics
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Business
dc.subject	HF5001-6182
dc.subject	Commerce
dc.subject	HF1-6182
dc.subject	Social Sciences
dc.subject	H
dc.subject	DOAJ:Business and Management
dc.subject	DOAJ:Business and Economics
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Business
dc.subject	HF5001-6182
dc.subject	Commerce
dc.subject	HF1-6182
dc.subject	Social Sciences
dc.subject	H
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	Business
dc.subject	HF5001-6182
dc.subject	Commerce
dc.subject	HF1-6182
dc.subject	Social Sciences
dc.subject	H
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	Business
dc.subject	HF5001-6182
dc.subject	Commerce
dc.subject	HF1-6182
dc.subject	Social Sciences
dc.subject	H
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.title	Peculiarities in Construction of Segmentation Models: Theory and Practice Segmentavimo modelių sudarymo ypatumai: teorija ir praktika
dc.type	article