Académique Documents
Professionnel Documents
Culture Documents
Anand G. Khanna
Why Segmentation ?
1. Better matching of customer needs
Substantial
Accessible
Differential
Actionable
Segmentation Benefits
Attunes marketer to unique needs of customer
segments
Focuses product development efforts, develops
marketing resources.
Macrosegmentation
Customer Size
Product Use
Business Markets
Purchasing Criteria
Microsegmentation
Situational Factors Urgency ;Should we focus on companies that need quick and sudden
delivery or service Size of order : Should we focus on large or small orders Organizational Characteristics (Personal ) Buyer Seller similarity : People and values are similar to ours Attitudes toward risk : Risk taking or risk avoiding customers Loyalty (or Attitude) : Should we focus on companies that show high loyalty to their suppliers
shown viability of segmentation based on individual characteristics, further research needed to explore potential as valid base for micro segmentation.
Figure combines these macro segment bases and outlines steps required for effective segmentation.
Source: Adapted by permission of the publisher from Yoram Wind and Richard Cardozo, Industrial Market Segmentation, Industrial Marketing Management 3 (March 1971): p. 156. Copyright 1974 by Elsevier Science Publishing Co., Inc.
Copyright 2007 by South-Western, a division of Thomson Learning, Inc. All rights reserved.