There are five ways to segment markets and identify targets: 1) Demographic segmentation based on industry and size. 2) Operating variables including technology, resources, and capabilities. 3) Purchasing approaches based on relationships, policies, and structure. 4) Situational factors like urgency and order size. 5) Personal characteristics including loyalty, risk attitude, and similarities between buyers and sellers. The document discusses market segmentation and targeting techniques.

1. IDENTIFYING
MARKET
SEGMENTATION
AND TARGETS
CREATED BY
PARAMPREET SINGH
TU, PATIALA

3. THERE ARE
FIVE
DIFFERENT
WAYS…

4. 1. DEMOGRAPHIC
SEGMENTATION

5. IT IS THE SEGMENTATION
BASED ON INDUSTRY AND
SIZE

6. 2. OPERATING
VARIABLES

7. MARKET IS SEGMENTED IN
THE FOLLOWING PARTS
• TECHNOLOGY
• USER STATUS
• CUSTOMER CAPABILITIES
• INDUSTRY CAPABILITIES
• CAPITAL INVESTED
• HUMAN RESOURCE

8. 3. PURCHASING
APPROACHES

9. MARKETS ARE SEGMENTED
ON THE BASIS OF
• MARKETING RELATIONSHIP
• GENERAL PURPOSE POLICIES
• PURCHASING CRITERIA
• POWER STRUCTURE
• PURCHASING FUNCTION ORGANISATION

10. 4. SITUATIONAL
FACTORS

11. SEGMENTATION IS DONE
ON THE BASIS OF
• URGENCY
• SIZE OF ORDER
• SPECIFIC APPLICATION

12. 5. PERSONAL
CHARACTERISTICS

13. 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

14. DISCLAIMER
THIS PRESENTATION IS CREATED BY
PARAMPREET SINGH, TU, PATIALA
DURING A MARKETING INTERNSHIP BY
PROF. SAMEER MATHUR, IIM LUCKNOW
( WWW.IIMINTERNSHIP.COM)