Market segmentation practices of industrial markets
Article Abstract:
Most of the research into market segmentation has focused on methods of positioning markets into segments and not on the practical use of market segmentation. This article discusses how a sample of 32 industrial companies in South Africa used market segmentation. A literature review of industrial market segmentation is presented. The results of this survey identified the variables used in segmenting markets, the criteria used to form segments, the criteria used to select target segments, and the marketing actions used to reach the chosen segments. (Reprinted by the permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1993
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Industrial buying in high-tech markets
Article Abstract:
This article examines the buying behavior of purchasers of high technology laboratory instrumentation. Research was undertaken with 54 organizations. The primary objective of this article is to analyze the buying process and to identify and determine the relative importance of the factors influencing supplier selection in high technology markets. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1986
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Brand equity in the business-to-business market
Article Abstract:
The concept of brand equity in a specific industrial marketing setting is explained. The sources of brand equity are investigated as well as the appropriate communications strategy and the relative importance of brand relative to other purchase criteria.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 2004
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- Abstracts: Customer profitability: prospective vs. retrospective approaches in a business-to-business setting. The initiators of changes in customers' desired value: results from a theory building study
- Abstracts: Balancing theory and practice: a reappraisal of business-to-business segmentation. Benefit segmentation for industrial products