Sub 2 2_4
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This document discusses various factors for segmenting business-to-business (B2B) markets, including demographic factors like industry, company size, and location; operating variables such as technology, customer capabilities, and user status; situational factors like urgency, application, and order size; and personal characteristics including loyalty, risk attitude, and buyer-seller similarity. It explores how these factors influence purchasing approaches and relationships.
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Sub 2 2_4
- 5. Bases for Segmenting B2B Markets Demographic Operating Variables Purchasing Approach Situational Factors Personal Characteristics Industry, company size, location Technology, user status, customer capabilities Power structure, nature of existing relationship Urgency, specific application, size of order Buyer-seller similarity, loyalty, risk attitude
- 10. Location Of Industries to Be Served
- 11. Operating Variables Technology Customer Capabilities User Or Non User Status
- 12. Purchasing-function organization : Highly centralized or decentralized purchasing organization? Power structure: Engineering dominated, financially dominated companies ? General purchasing policies : Companies that prefer leasing? Service contract? Systems purchases? Sealed bidding? Purchasing criteria : Companies that are seeking quality? Service? Price?
- 14. URGENCY
- 15. Focus On Large Or Small Orders
- 16. Personal Characters LOYALITY ATTITUDE TOWARDS RISK BUYER-SELLER SIMILARITY
- 17. Serving With High Loyalty To Sellers
- 18. Should Company Serve Loyal Sellers Or Those Which Fetch Large Sums?
- 19. Serving Risk Taker or Risk Avoid Businesses
Editor's Notes
- Table 8.5 lists major questions that business marketers should ask in determining which segments and customers to serve. A rubber-tire company can sell tires to manufacturers of automobiles, trucks, farm tractors, forklift trucks, or aircraft. Within a chosen target industry, it can further segment by company size and set up separate operations for selling to large and small customers. Business marketers generally identify segments through a sequential process. Consider an aluminum company: The company first undertook macrosegmentation. It looked at which end-use market to serve: automobile, residential, or beverage containers. It chose the residential market, and it needed to determine the most attractive product application: semifinished material, building components, or aluminum mobile homes. Deciding to focus on building components, it considered the best customer size and chose large customers. The second stage consisted of microsegmentation. The company distinguished among customers buying on price, service, or quality. Because it had a high-service profile, the firm decided to concentrate on the service-motivated segment of the market.