Prototyping is part of a marketing diversification on the market today

V. E. Gladkova (), V. V. Zharikov () and K. V. Gorodnichev ()

Entrepreneur’s Guide, issue 32

Abstract: Based on the offers of market segmentation in two aspects - the choice of target market (within the entire industry or individual segments) and strategic advantage (uniqueness of the product or its price), we can distinguish the following types of marketing strategies: strategy for a mass marketing strategy targeted marketing strategy and marketing diversification or prototyping. In the article the features of the prototyping on the example of the cosmetics market in Russia.

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