LITERATURE REVIEW

Multistage market segmentation: an exploration of B2B segment alignment.

Robert J. Thomas, Journal of Business & Industrial Marketing, ISSN: 0885-8624, Publication
date: 1 August 2016

This paper tries to explore if multistage market segmentation approach can be a potential
source of competitive advantage for B2B companies. The research included an analysis of a
pilot which showed segments based on common set of customer needs could be aligned. The
paper talks about how primarily B2B markets have focused on two stages, that of multiple
suppliers catering to multiple customers. The multistage market segment tries to add another
stage where the firm also markets its products to the customer’s customer, gaining competitive
advantage by helping its client drive demand and

Business buyers are people too: exploring how geodemographics affects business-to-business
selling effectiveness. Joel Mier, Jeffrey Carlson, Danny Norton Bellenger, Wesley J. Johnston
Journal of Business & Industrial Marketing, ISSN: 0885-8624, Publication date: 13
March 2020

The research tries to find personal characteristics of buying centre members which can
transcend B2B buying context in terms of sales effectiveness. At the time when mostly
multistage and multichannel strategies are being used to segment B2B markets, the concept of
Geodemographics can be explored. This combines elements from demographic, geographic and
psychographic approaches, based on the concept of social clustering. The paper shows how
safes effectiveness differs across different geodemographic groups and this can be used see
how similar personality styles of buyers and sellers relate positively with sales effectiveness,
hence being good point of segmentation

Achieving market segmentation from B2B sectorisation,
Simkin,Lyndon1 Lyndon.Simkin@wbs.ac.uk, Journal of Business & Industrial Marketing. 2008,
Vol. 23 Issue 7/8, p464-474. 11p. 6 Diagrams.
This paper discusses how B2B marketers focus more on trade and product group sectors while
segmenting their markets rather than a customers buying behavior or characteristics. This piece
tries to create an approach for the managers to practice evolutionary market segmentation
with a transition to customer led market segments. The paper provides a six stage process and
an analytical tool to assess customer purchasing behavior for creating segmentation schemes in
B2B marketing space.