Industrial Segmentation Variables | B2B Segmentation

Market Segmentation
Knowledge Center

 

Next Topic

Market Segmentation > Forum

Shubhi Kotiya, CxO / Board, Germany
Business (industrial, B2B) markets can be segmented with similar variables like those being employed in consumer market segmentation, such as: geography, benefits, and usage rate. Yet business markets can also be segmented using several other variables. Bonoma and Shapiro proposed segmenting a business market applying several variables in five general segmentation criteria, which they arranged as a nested hierarchy. Moving from the outer nest toward the inner, the 5 criteria are: demographics, operating variables, customer purchasing approaches, situational factors, and personal characteristics of the buyers. The marketer moves from the more general, easily observable segmentation characteristics (demographics) to the most specific, subtle ones (personal characteristics of the buyers). It may not be needed or useful to always use every stage of this nested approach for every product. The marketer may skip irrelevant criteria. On the other hand the nested approach ensures a (...) Read more? Sign up for free

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in


 
More on Market Segmentation
Summary
Forum
🔥Marketing Implications of Generation Z
Behavioral Segmentation
Industrial Segmentation Variables | B2B Segmentation
Best Practices
🥇Disadvantages of Segmentation
🥈Disadvantages of Demographic Segmentation
🥉Is Segmentation of Taxpayers Possible?
Segmentation Examples
Forward and Backward Segmentation
Segmentation and Marketing Mix
Conditions for a Segment
Market Segmentation and Target Marketing
Market Segmenting Process
Ideas for Demand Segmentation based on the Total Need for a Product
Segmentation Requirements
Target Groups of Puma
Trading Market Analysis
Special Interest Group Leader

Are you an expert in Market Segmentation? Sign up for free


Market Segmentation
Knowledge Center

 

Next Topic



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2020 12manage - The Executive Fast Track. V15.6 - Last updated: 24-10-2020. All names of their owners.