2. SEGMENTING BUSINESS MARKETS
Shivam Verma || IIT Delhi
Business markets can be segmented using same variables to segment
consumer markets
Ex- geography, benefits sought, usage rate etc.
But other variables can also be used for business markets
Ex- operating variables, situation factors, personal characteristics etc.
3. MAJOR SEGMENTATION VARIABLES
FOR BUSINESS MARKETS
Shivam Verma || IIT Delhi
Demographic
Operating Variables
Purchasing Approaches
Situation Factors
Personal Characteristics
4. SEQUENTIAL PROCESS OF
SEGMENT IDENTIFICATION
Shivam Verma || IIT Delhi
Example-
1. Macrosegmentation
1. End use market to serve- Automobile,
Residential, Beverage containers
2. Product application- semifinished
material, building components,
aluminium mobile homes
3. Customer size- large customers
2. Microsegmentation
1. Distinguished among customers buying
on price, service, quality
5. FLEXIBLE MARKET OFFERINGNAKEDSOLUTION
Product and
service elements
that all segment
members value
DISCRETIONARY
OPTIONS
Some segment
members value
options but not
all.
Buyer has to pay
moreShivam Verma || IIT Delhi
