Business Market Segmentation

Many firms will have business target markets in addition to consumer target markets. For example,
consider a bank or an airline. As well as targeting individual consumers, a key part of their marketing
efforts (and their profitability) will be obtained from business markets. There are some organizations
that only pursue business markets (such as consulting firms), but generally most firms will at least
consider targeting both individual consumers and businesses.
The approach to business market segmentation is c