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<article article-type="research-article" dtd-version="1.3" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xml:lang="ru"><front><journal-meta><journal-id journal-id-type="publisher-id">mgimoreview</journal-id><journal-title-group><journal-title xml:lang="ru">Вестник МГИМО-Университета</journal-title><trans-title-group xml:lang="en"><trans-title>MGIMO Review of International Relations</trans-title></trans-title-group></journal-title-group><issn pub-type="ppub">2071-8160</issn><issn pub-type="epub">2541-9099</issn><publisher><publisher-name>MGIMO Universty Press</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.24833/2071-8160-2016-3-48-205-213</article-id><article-id custom-type="elpub" pub-id-type="custom">mgimoreview-550</article-id><article-categories><subj-group subj-group-type="heading"><subject>Research Article</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="ru"><subject>МИРОВАЯ ЭКОНОМИКА. 80 ЛЕТ «ОБЩЕЙ ТЕОРИИ» КЕЙНСА</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="en"><subject>GLOBAL ECONOMY. CELEBRATING 80 YEARS OF THE KEYNES'S "GENERAL THEORY"</subject></subj-group></article-categories><title-group><article-title>РЫНОЧНАЯ КОНЦЕПЦИЯ ХХI ВЕКА: НОВЫЙ ПОДХОД К СЕГМЕНТАЦИИ ПОТРЕБИТЕЛЕЙ</article-title><trans-title-group xml:lang="en"><trans-title>THE MARKET CONCEPT OF THE XXI CENTURY: A NEW APPROACH TO CONSUMER SEGMENTATION</trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author" corresp="yes"><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Соколова</surname><given-names>М. И.</given-names></name><name name-style="western" xml:lang="en"><surname>Sokolova</surname><given-names>M. I.</given-names></name></name-alternatives><bio xml:lang="ru"><p>к.э.н., профессор кафедры менеджмента, маркетинга и ВЭД,</p><p>119454, Москва, пр. Вернадского, 76</p></bio><bio xml:lang="en"><p>PhD in Economics, Professor of Department of Management, Marketing and Foreign Economic Activities,</p><p>76 Prospect Vernadskogo, Moscow, 119454</p></bio><email xlink:type="simple">mar-sok@mail.ru</email><xref ref-type="aff" rid="aff-1"/></contrib></contrib-group><aff-alternatives id="aff-1"><aff xml:lang="ru"><institution>Московский государственный институт международных отношений (университет) МИД России</institution><country>Россия</country></aff><aff xml:lang="en"><institution>Moscow State Institute of International Relations (University)</institution><country>Russian Federation</country></aff></aff-alternatives><pub-date pub-type="collection"><year>2016</year></pub-date><pub-date pub-type="epub"><day>28</day><month>06</month><year>2016</year></pub-date><volume>0</volume><issue>3(48)</issue><fpage>205</fpage><lpage>213</lpage><permissions><copyright-statement>Copyright &amp;#x00A9; Соколова М.И., 2016</copyright-statement><copyright-year>2016</copyright-year><copyright-holder xml:lang="ru">Соколова М.И.</copyright-holder><copyright-holder xml:lang="en">Sokolova M.I.</copyright-holder><license xml:lang="ru" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>Данная работа распространяется под лицензией Creative Commons Attribution 4.0.</license-p></license><license xml:lang="en" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>This work is licensed under a Creative Commons Attribution 4.0 License.</license-p></license></permissions><self-uri xlink:href="https://www.vestnik.mgimo.ru/jour/article/view/550">https://www.vestnik.mgimo.ru/jour/article/view/550</self-uri><abstract><p>Мировое экономическое развитие в XXI в. сохраняет тенденции и противоречия предшествующего столетия. Экономический рост в ряде стран и, как следствие, рост потребления соседствует с обострением глобальных проблем современности. Это не только экология и климатические изменения, что, несомненно, достойно внимания мирового сообщества, но и социальные проблемы. Среди последних вопрос бедности занимает центральное место. Бедность является общемировой проблемой, участие в решении которой принимают местные органы власти, международные организации, коммерческие и некоммерческие структуры. Игнорировать катастрофическое положение в борьбе с данной проблемой нельзя. Необходимо искать пути её решения не только существующими методами, но и разрабатывая новые подходы. Одной из наиболее значимых тенденций в борьбе с бедностью является развитие коммерческих предприятий, работающих в сегменте населения с низким уровнем дохода и позволяющих выйти из нищеты миллионам человек по всему миру. Иными словами, одним из решений проблем бедности, может стать привлечение коммерческого капитала путём экономического обоснования доходности и перспективности инвестиций в компании, работающие в сегменте населения с низким уровнем дохода. Подобный подход включает это население в экономическую активность, делает их полноценными участниками рынка, что способствует созданию потенциала для экономического роста и является ключевым шагом к выходу из бедности.</p></abstract><trans-abstract xml:lang="en"><p>World economic development in the 21st century keeps tendencies and contradictions of the previous century. Economic growth in a number of the countries and, as a result, growth of consumption adjoins to an aggravation of global problems of the present. It not only ecology and climatic changes that undoubtedly worth the attention of world community, but also the aggravation of social problems. Among the last the question of poverty takes the central place. Poverty is a universal problem, in solution of which take part local authorities, the international organizations, commercial and noncommercial structures. It is intolerable to ignore a catastrophic situation in fight against this problem. It is necessary to look for ways of resolving it not only by using the existing methods, but also developing new approaches. One of the most significant tendencies in the sphere of fight against poverty is the development of the commercial enterprises working in the population segment with a low income level which by means of the activity help millions of people worldwide to get out of poverty. In other words, attraction of the commercial capital by an economic justification of profitability and prospects of investments into the companies working in the population segment with a low income level can be one of the methods allowing to solve effectively a poverty problem. This approach includes this population in economic activity, makes them by full-fledged participants of the market, which benefits to the creation of potential for economic growth and is a key step to getting out of poverty.</p></trans-abstract><kwd-group xml:lang="ru"><kwd>сегментация</kwd><kwd>дно экономической пирамиды</kwd><kwd>уровень дохода</kwd><kwd>бедность</kwd><kwd>паритет покупательной способности</kwd><kwd>методы борьбы с бедностью</kwd><kwd>инновации</kwd><kwd>благотворительность</kwd><kwd>социальное предпринимательство</kwd><kwd>социально ответственный бизнес</kwd></kwd-group><kwd-group xml:lang="en"><kwd>Segmentation</kwd><kwd>Bottom of the economic Pyramid</kwd><kwd>level of income</kwd><kwd>poverty</kwd><kwd>parity of purchasing power</kwd><kwd>methods of fight against poverty</kwd><kwd>innovations</kwd><kwd>charity</kwd><kwd>social business</kwd><kwd>socially responsible business</kwd></kwd-group></article-meta></front><back><ref-list><title>References</title><ref id="cit1"><label>1</label><citation-alternatives><mixed-citation xml:lang="ru">Дементьева А.Г. 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