Model instruments of effective segmentation of the fast food market

Mityaeva Tetyana L. ()
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Mityaeva Tetyana L.: Kharkiv State University of Food Technology and Trade

The Problems of Economy, 2013, issue 3, 338_344

Abstract: The article presents results of optimisation step-type calculations of economic effectiveness of promotion of fast food with consideration of key parameters of assessment of efficiency of the marketing strategy of segmentation. The article justifies development of a mathematical model on the bases of 3D-presentations and three-dimensional system of management variables. The modern applied mathematical packages allow formation not only of one-dimensional and two-dimensional arrays and analyse links of variables, but also of three-dimensional, besides, the more links and parameters are taken into account, the more adequate and adaptive are results of modelling and, as a result, more informative and strategically valuable. The article shows modelling possibilities that allow taking into account strategies and reactions on formation of the marketing strategy under conditions of entering the fast food market segments.

Keywords: segmentation; marketing strategy; fast food market; pay-off period; development scenarios (search for similar items in EconPapers)
Date: 2013
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