Английский язык: Аннотирование и реферирование текста

28 The Customers. Do your best your customers to feel comfortably and ask for their opinion what kind of improvements for better service could be done. The competitors. The examination of the competitors may be an important information source. The competitors with their activities may provide information about the customers’ needs and how can win the customers by offering something unique. The marketing strategy of the enterprise is the next step after the development of the marketing research. This information is used for the determination of the market niches, where the competitors do not en- tirely satisfy the customer demand. It is also used for the determination of what kind of new product may occupy a part of the market. One new business may occupy a significant market share if it uses a marketing strategy directed to areas, which are not a subject of the rest competi- tion. We will try to show these specific market areas by means of some examples: • Better distribution of the goods; • A specialized product instead of a mass product; • Lower price; • Improved product (a modern one); • Better quality at the same price; • More reliable product or service. The market segments are connected with the customers target groups, which are most suitable for the consumption of the offered product or service. For instance, the customers of goods of better qual- ity may be the "family" customers, while customers who often travel usually buy the mass products. In this connection we should not forget that the different market strategies are directed to market segments. Therefore, the gathered information should be combined so that the best result is achieved. The market is divided into segments by different indicators: