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B2B Buyer Behaviour and Segmentation

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B2B Buyer Behaviour and Segmentation

  1. 1. B2B Buyer BehaviourPresented by Lindsey Fair
  2. 2. WHYpeoplebuy.WHATmotivatesthem.
  3. 3. the buying centre
  4. 4. consumer buying decision process
  5. 5. B2B buying decision processdefinitionstageselection stagedeliverselectionstageend game stage process flowmodel (PFM)
  6. 6. differentiation
  7. 7. positioning
  8. 8. we have a problem..
  9. 9. B2B market segmentationclusters of firms that aredistinct from others in terms ofwhat they need and buy aswell as how they buy.
  10. 10. 21/02/11geographic
  11. 11. demographic
  12. 12. 21/02/11psychographic
  13. 13. 21/02/11industrial
  14. 14. segments chosen based on..measurabilityaccessibilitysubstantialityactionability
  15. 15. competitive advantage through..
  16. 16. Attributes SegmentsScores on 5-pointscale*Segment 1:MajorTurnaroundSegment 2:StoppingDeteriorationSegment 3:CompetitiveImprovementSegment 4:Specific AreaImprovementPotential size year2010 (in $million)2$195.03$390.04$585.04$975.0Growth, percentincrease by 20124100%4100%150%5150%Need strength 5 4 3.5 3.5(High variance)Competitive strength 3 3 4 3(High variance)Channel reach 5 5 5 5Communicationsreach4 4 4 4Capability fit 2 5 5 2Price sensitivity 2 3 4 3Overall attractiveness(sum of attributescores)27 31 30.5 29.5
  17. 17. blink moment

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