MARKET SEGMENTATION IN

BUSINESS MARKETS

Atul Pal
09VWCMA018
Segmentation
• Geographic segmentation
• Customer-type segmentation
• Buyer behavior segmentation
STEPS IN THE PROCESS OF MARKET
SEGMENTATION
• Make key accounts a segment on their own
• Apply market segmentation analysis to smaller customers
• Firmographic segmentation
• Look for need based segmentation
• Use market research to find out needs
• Consider behavioral segmentation if needs cant be recognized
• Use cluster analysis to group together companies with
different needs
• Classify and arrange all customers and potential customers
• Implement the segmentation