Segmentation, targeting and positioning in Industrial marketing

Segmentation, Targeting & Positioning Levels of Market segmentation Individual marketing Segment marketing Niche marketing Mass marketing

Requirements for effective segmentation Measurable Substantial Accessible Differentiable Actionable

Basis of segmentation in business marketing Macro segmentation Micro segmentation

Some Macro variables Industry Plant characteristics Location Purchasing process End use markets

Some Micro variables Organizational variables Purchasing situation / phase Product innovativeness Organizational capabilities Purchase situation variables Inventory practices Purchasing policies Structure of buying centre Individual variables

Market targeting Process of market targeting Evaluating the market segments Selecting the market segments

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