How should business markets be segmented
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Transcript of How should business markets be segmented
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IDENTIFYING MARKET SEGMENTATION AND TARGETS
CREATED BYPARAMPREET SINGHTU, PATIALA
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HOW SHOULD BUSINESS
MARKETS BE SEGMENTED?
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THERE ARE FIVE
DIFFERENT WAYS…
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1. DEMOGRAPHIC SEGMENTATION
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IT IS THE SEGMENTATION BASED ON INDUSTRY AND SIZE
RELAINCE IS A VERY GOOD EXAMPLE, AS IT IS IN 1. COMMUNICATONS2. AUTOMOTIVE3. GAS INDUSTRIES4. INFRASTRUCTURE5. AND MANY MORE
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2. OPERATING VARIABLES
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MARKET IS SEGMENTED IN THE FOLLOWING PARTS
• TECHNOLOGY
• USER STATUS
• CUSTOMER CAPABILITIES
• INDUSTRY CAPABILITIES
• CAPITAL INVESTED
• HUMAN RESOURCE
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3. PURCHASING APPROACHES
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MARKETS ARE SEGMENTED ON THE BASIS OF
• MARKETING RELATIONSHIP
• GENERAL PURPOSE POLICIES
• PURCHASING CRITERIA
• POWER STRUCTURE
• PURCHASING FUNCTION ORGANISATION
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4. SITUATIONAL FACTORS
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SEGMENTATION IS DONE ON THE BASIS OF
• URGENCY
• SIZE OF ORDER
• SPECIFIC APPLICATION
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5. PERSONAL CHARACTERISTIC
S
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SEGMENTATION ON THE BASIS OF
• LOYALTY : BUSINESS FIRMS WITH HIGH OR LOW LOYALTY STATUS.
• ATTITUDE TOWARDS RISK : RISK TAKING OR AVOIDING FIRMS.
• BUYER AND SELLER SIMILARITIES
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DISCLAIMER
THIS PRESENTATION IS CREATED BY PARAMPREET SINGH, TU, PATIALA DURING A MARKETING INTERNSHIP BY PROF. SAMEER
MATHUR, IIM LUCKNOW
( WWW.IIMINTERNSHIP.COM)