Accounting for changes in the dynamics and structure of demand in the marketing policy of companies

Abstract

The author considers in article of change in demand of buyers on commodity markets of production and consumer appointment. The main attention is paid to shift s in demand for goods of consumer appointment. Changes of demographic and economic character are considered. The policy of firms - manufacturers of the goods, directed on formation of new requirements is analyzed, influence of results of scientific researches and development on development of new productions is shown, proved that many innovations have cosmetic character, are directed on change of appearance of goods. The role of segmentation of marketing policy of firms, personalisation commodity half-tics is revealed.