1. 1.Demographic
Which industries should we serve?
What size companies should we serve?
What geographical areas should we serve?
How should business markets be
segmented?

2. 2.Operating Variables
.
What customer technologies should we focus?

3. .Customer capabilities
Should we serve customers needing
many or few service?

4. User and Nonuser
Nonuser
User
Should we serve heavy
users, medium users ,light
user or nonuser?

5. 3.Purchasing Approaches
Purchasing-function organization
Should we serve
companies with a
highly centralized or
decentralized
purchasing

6. Power
structure
Should we serve companies that are
engineering dominated ,financially
dominated and so on?

7. Nature of existing relationship
Should we serve companies with which we have strong
relationship or simply go after the most desirable
companies?

8. General purchasing
policies
Should we serve companies that
prefer leasing/system
purchases/sealed bidding?

9. Purchasing criteria
Should we serve companies that are seeking quality?
service?price?

10. 4.Situational factors
Should we serve companies that need quick and
sudden service?

11. Specific application
Should we focus on a certain application of our product
rather than all applications?

12. Size and order
Should we focus on large or small orders?

13. 5.Personal Characteristics
Buyer-seller relationship
Should we serve companies whose people and values are
similar to ours?

14. Attitude towards risk
Should we serve risk-taking or risk-avoiding customers?

15. Loyalty
Should we serve companies that show high loyalty to their
suppliers?

16. Sameer Mathur
MBASkills.in
Indian institute of
Management Lucknow
Marketing professor 2013-
Marketing professor 2009-13
Ph.D and MS(marketing)2003-
2009
Madhusudan Dahal
National Institute of Technology surat
intern