DEVELOPMENT OF CUSTOMER-ORIENTED MARKETING STRATEGY

Marketing strategy is an integral component of the successful business activity a modern enterprise in any field economic activity. The work presents results research into need for client-oriented marketing business. purpose to study important stages creating enterprise. main market segmentation and its key characteristics have been identified. Considered opportunities provide customers with best service, differentiation, positioning on market. authors prove that program should consist following stages: product, forming price, making decisions about features product production (ensuring availability potential customers), convincing advantages this product. emphasize each brand promote unique offer will different from similar or identical products competitor. building long-term relationships increased consumer value satisfying customer needs, satisfaction leads repeat purchases. At same time, most cases, can be tangible, but not really. highlight principles segmentation, which ensure increase effectiveness, particular, measurability, materiality, difference, suitability, specialization. Positioning strategies concepts management at are systematized work. article notes category "customer lifetime value", as all purchases he could make during significant period his life. emphasized principle put client's wishes, requirements first, goods services fully meet expectations.