1. Segmentation, targeting and positioning in Industrial marketing

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

3. Requirements for effective segmentation
Measurable
Substantial
Accessible
Differentiable
Actionable

4. Basis of segmentation in business marketing
Macro segmentation
Micro segmentation

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

6. 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

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

8. TERIMAKASIH