%0 Journal Article
%T Peculiarities in Construction of Segmentation Models: Theory and Practice Segmentavimo modeli  sudarymo ypatumai: teorija ir praktika
%A Daiva Viselgait£ż
%A Mantas Vilys
%J Business, Management and Education
%D 2011
%I Vilnius Gediminas Technical University
%R 10.3846/bme.2011.12
%X Strategic marketing development is a major area of Lithuanian manufacturing companies, which seeks to improve business. In order to develop a strategic marketing plan, companies encompassing several business models are faced with the need to adapt those models here and highlight the lack of skills to carry out marketing activities for the sharp divide in the business models in the marketing literature. In order to give the latter companies a theoretical foundation for development of strategic marketing for sustainable business, which highlights the need for business model adaptation in the process of segmentation, it is worthwhile to analyze the scientific segmentation models and prepare recommendations for model construction. The scientific article is based on marketing research in window manufacturing and mounting business that enables to create a step-by-step market segmentation model, which is based on adaptation of different business models. The main tendencies identified in the sector (high market and technological uncertainty, intense competition) makes it a very characteristic example of a business, which seeks to improve competitiveness. Strategin s rinkodaros pl tra yra svarbi sritis Lietuvos gamybos  mon se. Ji padeda pasiekti geresni  verslo rezultat . Siekiant pl toti strategin  rinkodaros plan , kelis verslo modelius apiman ios  mon s susiduria su poreikiu pritaikyti tuos modelius ir pabr  ia  g¨ħd i  stok , vykdant rinkodaros veikl  ir tiksliai pritaikant verslo rinkodaros literat¨ħroje pateiktus modelius. Norint suteikti  mon ms strategin s rinkodaros tvarios pl tros teorinius pagrindus, kurie reikalingi verslo modeliams pritaikyti segmentavimo procese, b¨ħtina i analizuoti mokslinius segmentavimo modelius ir parengti rekomendacijas modeliui sudaryti. Straipsnis grind iamas rinkodaros tyrimais lang  gamybos ir montavimo versle, kurie leid ia  ingsnis po  ingsnio sukurti rinkos segmentavimo model  ir remiasi  vairi  verslo modeli  pritaikymu. Nagrin jamas sektorius, pasi ymintis auk tu rinkos bei taikom  technologij  neapibr  tumu ir susiduriantis su itin intensyvia konkurencija, yra vis nauj  konkurencingumo stiprinimo sprendim  siekian io verslo b¨ħdingas pavyzdys. Straipsnis angl  kalba
%K segmentation
%K segmentation model
%K strategic marketing
%K business
%U http://www.bme.vgtu.lt/index.php/bme/article/view/36