Abstract:
The author proposes that segmentation should play a greater role in industrial marketing planning and strategy formulation. After analysing the basic characteristics of industrial markets and the different approaches/styles of marketing, he then goes to the core of industrial market segmentation techniques, such as macro segmentation, micro- segmentation, vertical and horizontal segmentation. He analyses a great number of possible segmentation bases/variables which can be used by the industrial marketer, in order to establish a solid foundation for appropriate market selection strategies. For, no doubt, the choice of a market or markets (segments) is the basic and most important decision in planning marketing strategy.
Research Papers
Slow to moderate economic growth prospects in advanced industrial countries
Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Author: Laszlo Unger
Company: Givaudan
June 15, 1982
Research Papers
Motivating the marginal buyer
Catalogue: ESOMAR Congress 1989
Author: Ian D. Greig
 
September 1, 1989
Research Papers
From consumer marketing to modal marketing
Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: Jon Francis, Nina Davidson
 
June 15, 1995
