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Industrial Segmentation


Definition: Industrial Segmentation is segmentation in a business to business market. Business (industrial, B2B) markets can be segmented with similar variables like those being employed in consumer market segmentation, such as: geography, benefits, and usage rate. Yet business markets can also be segmented using several other variables.
Bonoma and Shapiro proposed 5 criteria: demographics, operating variables, customer purchasing approaches, situational factors, and personal characteristics of the buyers


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More on segmentation: Behavioral Segmentation, Concentrated Marketing, Differentiated Marketing, Market Segmentation, Market Targeting, more on segmentation...

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