How Should Business marketed be Segmented?
Identifying Market Segment and Targets
5 ways of Segmentation
2.Operating Variables
1.Demographic
4.Situational Factors
3. Purchasing Approaches
5.Personal Characteristics
Personal characteristics
Buyer Seller Similarity: Companies whose people and values are similar to ours.
Loyalty: Companies showing high loyalty to their suppliers.
Attitude towards Risk: High risk taking or risk avoiding customers.