The Formation of Market Segments and Pricing Policies Within the Organisational Structure of Marketing

The term “marketing” is derived from the English word “market,” which pertains to the act of buying and selling goods in a marketplace. The direct translation of the term “marketing” from English into Azerbaijani is “market activity.” Marketing is a purposeful activity undertaken by enterprises and organizations with the objective of facilitating exchange and sales activities within the market. In order to guarantee the efficacy of exchange or marketing activities and to facilitate the sale of manufactured products in the market, it is essential first to ascertain the quality and quantity of products that are in demand from consumers. Following this, the production of products that can meet this demand must be ensured, in addition to the transportation, evaluation, warehousing and provision of supplementary services to consumers during both the pre- and post-sales periods. The responsibility for ensuring these matters is borne by marketing activities. Marketing activities are based on a policy that is designed to reduce uncertainty, monitor marketing decisions regarding competitors, the market, prices, consumers, and information about the internal resources and potential of the enterprise. The process of market segmentation entails the division of a market into distinct groups of consumers who exhibit similarities in their needs, characteristics, or behaviors. This enables the company to allocate its marketing resources in a manner that is both efficient and effective, thereby meeting the needs of a specific consumer group. The fundamental premise of a pricing policy in marketing is that prices are set on the goods of the enterprise with the objective of attaining a specific market share and the planned volume of profit. Furthermore, pricing strategies are subject to alteration, even contingent on the market position. The function of pricing policy as a factor influencing the success of an enterprise and as a component of the marketing mix is undergoing a period of significant transformation.