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m →Segmenting: The primary aim of adding the changes was to make the reader understand the overall rationale of segmenting. The original article does provide details of segmenting, targeting and positioning. However, it does not provide the need for segmenting. Hence, two lines have been added to define that segmenting is all about segregating the market and since one product cannot satisfy all the customers, it is essential to segment the market based on different variables. |
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{{See|Industrial market segmentation}}
The process described above can be used for both business-to-customer as well as business-to-business marketing. Although most variables used in segmenting the market are based on customer characteristics, business characteristics can be described using the variables which are not depending on the type of buyer<ref>{{Cite journal|last=Mora Cortez|first=Roberto|last2=Højbjerg Clarke|first2=Ann|last3=Freytag|first3=Per Vagn|date=2021-03-01|title=B2B market segmentation: A systematic review and research agenda|url=https://www.sciencedirect.com/science/article/pii/S0148296320309073|journal=Journal of Business Research|language=en|volume=126|pages=415–428|doi=10.1016/j.jbusres.2020.12.070|issn=0148-2963}}</ref>. There are however methods for creating a positioning statement for both B2C and B2B segments. One of these methods is [[MIPS: a method for managing industrial positioning strategies]] by Muhlbacher, Dreher and Gabriel-Ritter (1994).
== See also ==
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