It is often impossible to develop one product or one service which will be equally appealing or satisfying to all consumers within a large national market.

Therefore evident that marketing organizations must attempt to develop or adapt products or services to satisfy specific groups of consumers. This need brings forward the concept of market segmentation.

Segmentation of market is like a compromise between the firm and the market. It's a process of division of market into several groups of customers, consumers with similar interests

The procedure of a successful segmentation of goods, market or service, depends on knowing the ways of segmentation and using them in practice.

Market segmentation is not the sole purpose of the firm, it's a way of reaching the purpose. After the market segmentation is done, the firm has to do the following: choose one or several segments, to deliver the goods to these segments of market and apply a certain type of marketing (mass marketing, differentiated marketing, target marketing), in order to develop the market.

Targeting is the task of prioritizing which market segments to address. There are two major types of targeting strategy:

- concentration strategy

- multisegment strategy

Positioning of goods - is the final stage of firm's activity on the market, connected with segmentation of the market. It is possible, that there are competitors in the segment which has been chosen by the firm. That is why it is necessary to use methods, that can distinguish the goods of your firm among other goods

TEXT 17

Forms of Trade

Commerce is a moving of goods from the man who wants to sell, to the man who is willing to buy.

There are different channels of distribution goods and the most important among them there are two aspects: wholesale trade and retail trade. A business that acquires goods to sell to the general public is called retail trade. A wholesale business is middlemen who help goods move from manufactures to consumers and then sell them in turn to the retailer.

Being the link between the producer and the retailer, the wholesaler knows the demand and can estimate the quantities required.

the wholesaler can help the retailer in many ways: for example, the wholesaler studies production and his experience and knowledge of goods and markets enable him to select the best sources of supply.

The most common channel runs from the manufacturer to wholesaler to retailer to consumer. This is the longest channel and requires the most markups. Retailer is the final link from the producer to the consumer. The retailer gets his stock from a wholesaler either by ordering his goods after examining samples from the range of goods that the wholesaler has bought from various manufacturers, the retailer can select those that he thinks will be most suited for the type of customer that buys from the shop. According to the type of goods that he sells, the retailer may render certain services.

The retailer's primary role is to provide consumers with the products they want when and where they want them.

The retailer is the party that actually sells the consumer goods manufacturers make. The goods must be present in retail stores, customers must be aware that the goods are there, and the retailer must have a pricing policy that encourages their sale.