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Autor	Tatiana Bludova, Oleksiy Kudenko, Volodymyr Tokar, Natalia Wasilewska
Tytuł	EVALUATION OF TARGET MARKET SEGMENTS FOR ENTERPRISES
Title
Słowa kluczowe	market segmentation, psychographic factors, relevant factors, questionnaires, respondents.
Key words
Abstrakt	The purpose of the article is to substantiate the emergence of new – and the development of existing – factors and segmentation criteria for meeting consumer needs and increasing the efficiency of marketing activities for Ukrainian enterprises under modern market conditions. The object of the research is to analyze the process of development and any increases in the effectiveness of marketing segmentation. The subject of research is the theoretical, methodical and practical provisions of the formation of targeted marketing segmentation for the markets of Ukrainian enterprises. The goal of the research is to evaluate the direction and type of market segmentation that determines future target segments for enterprises and their share of existing markets. We present the characteristics of enterprises that work on market relations for the production and sale of computer devices that provide network connections. Our method was to estimate the direction and type of market segmentation in order to determine the prospective segments for such enterprises and their share of the existing market. In order to evaluate the attractiveness of target segments for Ukrainian enterprises, a survey was conducted to validate customer reactions. The analyzed variables included: the length of time a person uses his/her computer device; the reasons for possible changes and important settings when choosing a computer device; the timeframe for buying a computer device. The results of the questionnaire are separated by gender, social and geographic factors, as well as by family composition and age of respondents, taking into account the stages of their life cycle, as well as their educational level and professions – for three enterprises. Particular attention was paid to the psychographic factors of occupation and social class. The questionnaire also contained a self-assessment section on the psychological qualities of the consumer and on their psychography, which we analyzed. The hypotheses presented by individual factors and the consumer segment, separated by the results of the survey, and the analysis of the respondents' answers, are presented. Confirmation of the hypotheses and isolation of the consumer segment are given.
Abstract
Cytowanie	Bludova T., Kudenko O., Tokar V., Wasilewska N. (2019) EVALUATION OF TARGET MARKET SEGMENTS FOR ENTERPRISES.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 22(71): 223-237
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Pełny tekst	PEFIM_2019_n71_s223.pdf

Autor	Tomasz Tekień
Tytuł	Implementacja procedury analitycznej hierarchizacji (AHP) do określenia rankingu pilności scaleń gruntów rolnych na przykładzie gminy Jasionówka
Title	IMPLEMENTATION OF THE ANALYTIC HIERARCHY PROCESS (AHP) FOR DEFINING THE RANKING OF URGENCY OF LAND CONSOLIDATION BASED ON THE JASIONÓWKA COMMUNE
Słowa kluczowe	scalenie gruntów, rolnictwo, AHP
Key words	land consolidation, agriculture, AHP
Abstrakt	Artykuł podejmuje problem merytorycznego wsparcia w procesie zapobieżenia powstawaniu wadliwej struktury obszarowej gospodarstw rolnych. Zachodzące w ciągu dziesięcioleci zmiany struktury obszarowej i własnościowej gruntów użytkowanych rolniczo, spowodowały ich nadmierne rozdrobnienie, które utrudnia prawidłowe i wydajne gospodarowanie. Na przykładzie gminy Jasionówka (woj. podlaskie, powiat moniecki), zaproponowano wykorzystanie procedury analitycznej hierarchizacji (AHP) jako możliwości ustalenia kolejności przeprowadzenia scaleń w poszczególnych obrębach ewidencyjnych badanej gminy. Pozwala to na racjonalne wykorzystanie ograniczonych środków finansowych przy realizacji kosztownych prac scalenia i wymiany gruntów.
Abstract	The paper examines the issue of scientific support to prevent the faulty structures of farms under the consolidation process. Taking place over decades, changes in the structure and ownership of land utilized for agricultural purposes, resulted in excessive disaggregation, which obstructs proper and efficient management. The author, using an example of the Jasionówka commune (province Podlaskie, district Monki), proposes the use of analytic hierarchy process (AHP) as an opportunity to determine the proper order to carry out consolidation in the respective cadastral district. This allows for a rational use of limited financial resources when carrying out costly consolidation and an exchange of agricultural plots. The analysis was performed taking into account the relevant factors characterizing the area.
Cytowanie	Tekień T. (2018) Implementacja procedury analitycznej hierarchizacji (AHP) do określenia rankingu pilności scaleń gruntów rolnych na przykładzie gminy Jasionówka .Roczniki Naukowe Ekonomii Rolnictwa i Rozwoju Obszarów Wiejskich, t. 105, z. 1: 68-80
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Pełny tekst	RNR_2018_n1_s68.pdf