Functional models of service rendering by firm-intermediary in the software market

Problems of firm-intermediary activity for applied software promotion in the corporate sales market are considered. The set of services is defined and the basic processes of firm-intermediary activity are described. The software positioning process in the market is considered in detail: users groups forming target audience are allocated; possible types of consumer behaviour and consumer preferences are defined; the approach to choosing positioning strategy depending on target audience characteristics is offered.