The challenge : Asset pricing:“bubbles” “fire sales” “liquidity spirals” “segmented markets”
How should business markets be segmented
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Identifying Market egments and Targets How should business markets be segmented?
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Transcript of How should business markets be segmented
Identifying Market Segments and Targets
How should business markets be segmented?
5Major Segments Of Business Markets
Segment 1
Demographic Based on Industry, Location and Company Size.
Which Industry to serve?
What size company to serve?
What area to serve?
Segment 2
Operating Variables
Based on Technology, User or nonuser status and Customer
capabilities.
Which Technology?
Heavy users?Medium users?Nonusers?
Many or Few services?
Segment 3
Purchasing Approaches
Based on Power structure, Relationship, Purchasing Policies and Criteria,
Purchasing-function organisation.
Segment 4
Situational FactorsUrgency, Specific application, Size
or order.
Should we serve companies that need quick service?
To focus on a certain product rather than all?
Should we focus on size of orders?
Segment 5
Personal Characteristics
Based on • Buyer-seller similarity• Attitude towards risk
• loyalty
Should we serve to companies whose values and people are similar?
Should we serve risk-taking customers? Should we serve companies that show
loyalty to the suppliers?
