Английский язык: Аннотирование и реферирование текста

76 Market segmentation. The personal values of the customers, as well as the degree to which their needs are satisfied at a given market, differ from person to person. In the free market economy , there are three main market segments : A) Market division "high quality – high price"; B) Market division "medium quality – medium price"; C) Market division "low quality – low price". Every single market division is defined by relevant elements which are formed by many variables : • The geographic location of the customers; • The demographic characteristics, such as age, gender, family size, income, employment, and etc.; • The way the customers live; • Classification of the customers (individual, family, industrial, and etc.). Market orientation. The demand for a given good depends on : • The total purchasing capacity – it depends on the level of the national economy; • The amount of the income – the percentage of the people in every of the following income categories – high, medium, low; • The personal values of the individuals – it depends on the edu- cation and the social norms. There is no product which could simultaneously satisfy the needs of the consumers in the three market segments. You should decide at which of these three market segments you should aim your products or services. Identification of your customers The customers are the most important people for your business. Without customers there is no business. The customers purchase goods and services in order to satisfy different needs and desires.