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We can segment business markets with some of the same variables we use in
consumer markets, such as geography, benefits sought, and usage rate, but business
marketers also use other variables. Demographic variable are the most important,
followed by the operating variables, purchasing approaches, situational factors and
personal characteristics.
Business marketers generally identify segments through a sequential process.
Consider a glass manufacturing company: the company first undertook macro
segmentation. It looked at which end use market to serve: windscreens and
automobile glasses, residential or beverage containers. It chooses the residential
market it needed to determine the most attractive product application: building
components or glass homes. Deciding to focus on building components, it consider
the best customer size and chose large customers. The second stage consisted of micro
segmentation. The company distinguished among customers buying on price, service
or quality. Because it had a high-service profile, the firm decided to concentrate on
the service-motivated segment of the market.
Demographic
Operating variables
Purchasing approaches
Situational factors
Urgency Should we serve companies that need quick and sudden delivery or
service?
The company which deals in glass may focus only on the certain use
like the residential glass not automobiles.
Personal characteristics
Buyer seller Should we serve companies whose people and values are similar to
similarity ours?
Company has to decide that they should serve the organizations that
have high loyalty to suppliers or not.