Industrial market segmentation

Date of publication: October 1, 1981

Company: Givaudan

Author: Laszlo Unger

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.

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