Segmenting-targeting-positioning: Difference between revisions

Revision as of 05:40, 19 February 2023

Revision as of 06:24, 20 February 2023

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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|last1=Mora Cortez|first1=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|s2cid=233840095 |issn=0148-2963}}</ref> There are however methods for creating a positioning statement for both [[B2c|B2C]] and B2B segments. One of these methods is [[MIPS:B2B a method for managing industrial positioning strategiesMarketing|B2B]] bymarketing. Muhlbacher, Dreher and Gabriel-Ritter (1994).

== See also ==