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116
ever, they could not imagine wishing to start cloning of the person. The
technology, despite separate successful cases of its application, remains
too imperfect. Japan became one of the rst countries, which have started
to grow the cloned animals. In 1998 the Japanese biotechnologists have
deduced the rst cloned horned cattle. For the research purposes scientists
also plant genetics copies of pig and goats. The research, carried out by
the group of the Japanese scientists by request of the local commission on
safely of foodstuff has shown that milk and meat of the cloned animals are
harmless to health of the person. However, it does not mean that products
from these animals will appear in the shops tomorrow. Besides, biologists
have found out in different parts of a planet hundreds of unknown living
things. And some of them have been found in the water of Lake Baikal,
which was investigated by two deep-operating vehicles «Mir-1» and «Mir-
2 » in 2008.
In astronomy one of the most signicant scientic events of 2008 was am-
bitious space mission of a space probe «Phoenix» to Mars. For ve months
of work the device has managed to collect a large quantity of the data about
our the nearest space neighbour: «Phoenix» has analysed a little specimen
of a Martian ground, has found ice in soil of Mars, has studied weather. Be-
sides, «Phoenix» has increased chances of Mars, on inhabiting, for the rst
time having received water from Martian ground.
In 2008 in Moscow, in World trade centre the Russian youth innovative
Convent took place. The organizer of Convent was Federal agency on affairs
of youth of the Russian Federation. Innovative bureau «Expert» organized
and held within the limits of Convent’s competition of youth projects. 55
young scientists took part in competition of youth projects, researches, in-
ventions. The president of Russian Federation Dmitry Medvedev said, that
the participants of Convent could make pride of any list of nominees on the
award, but, probably, one of the major purposes – creation the most innova-
tive system. This system should be created by means of use various mecha-
nisms of economical and tax stimulation. Our problem is to make economy
absorb in itself all that characterises economy of innovations, future econo-
my. In support of young talents the state has founded the president’s awards
in the eld of science and innovations.
97
– cost. How much it costs to get to the members of the market segment.
– Revenue. What the segment is worth in real money terms.
On this basis they then allocate their marketing and advertising budgets.
Once the market segments have been evaluated, the organisation has to
make a decision regarding its commitment to that market segment. The
response, as far as the organisation is concerned, runs from ignoring the
market segment altogether (in other words it has decided that the market
segment is either too small or diminishing) to concentrating wholeheart-
edly on capturing it. There are three main strategies in covering the market
segments:
1 Undifferentiated. The organisation concentrates on factors com-
mon to potential customers. There is no differentiation of marketing mix
or marketing strategy. The product itself is designed in such a way as to
appeal to the widest possible market. Typical of this type of approach are
organisations which mass produce their product. Equally, those involved
in mass communication or distribution use this method.
2 Differentiated.
Having decided to operate in a number of market
segments, the organisation offers a slightly different product and market-
ing mix in each of the segments. Car manufacturers are a good example
of this approach. Different styles, performance, extras, etc, are in-
cluded or omitted depending on which segment is being approached.
3 Concentrated
. This version has the organisation concentrating
on one or very few market segments. By concentrating on a smaller cus-
tomer base, it relies on being able to cater for this exactly. A very danger-
ous position to be in if you get it wrong!
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