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Major segmentation variables for business markets We can segment business markets with some of the same variables we use in consumer markets, such as geography, benefits sought, and usage rate, but business marketers also use other variables. Demographic variable are the most important, followed by the operating variables, purchasing approaches, situational factors and personal characteristics. Business marketers generally identify segments through a sequential process. Consider a glass manufacturing company: the company first undertook macro segmentation. It looked at which end use market to serve: windscreens and automobile glasses, residential or beverage containers. It chooses the residential market it needed to determine the most attractive product application: building components or glass homes. Deciding to focus on building components, it consider the best customer size and chose large customers. The second stage consisted of micro segmentation. The company distinguished among customers buying on price, service or quality. Because it had a high-service profile, the firm decided to concentrate on the service-motivated segment of the market.
Demographic Industry :
Which industry should we serve? The company decided to serve the glass manufacturing related industry.
Company size
What size companies should we serve? The company chooses the segment of building components. Which consist of governmental as well as private sector
Location
What geographical areas should we serve? On the basis of geographical segmentation the company choose the metropolitan areas as a segment as in urban areas more residential buildings and other offices etc. are constructed as compared to remote areas.
Operating variables Technology
What customer technologies should we focus on? The question answers that what are the priorities of customers on the basis of technology. As in above case mostly end user can prefer the traditional glass blowing technology as compared to the new technology.
User or Nonuser status.
Should we serve heavy users, medium users, light users or nonuser?
Customer capabilities
Should we serve customer needing many or few services?
It helps to identify the target customer, which customer we should serve. Heavy user like a contractor who construct the heavy building or shopkeepers who sells the product only to end co nsumers.
Operating variables also consist of customer capabilities which are based on need of customer. For example a in glass industry an end customer may need glass with some of its other components like ceramics etc. Purchasing approaches Purchasing function organization
Should we serve companies wiht a highly centralized of decentralized purchasing organization? This micro segment is based on the organizations internal purchasing function, which will be served by the company. Means that choosing organization on bases of their centralized or decentralized purchasing power.
Power structure
Should we serve companies that are engineering dominated, financially dominated, and so on? Choosing the organizations on their dominated characteristic. In above case the company may choose a firm which is financially dominated rather than engineering or vice versa.
Nature of existing relationship
Should we serve companies with which we have strong relationships or simply go after the most desirable companies? Glass manufacturing company can choose the company on relationships or desire. For example the above mentioned company choose the private sector on basis of relationship while can choose governmental sector on basis of desire.
General purchasing policies
Should we serve companies that prefer leasing? Service contract? Systems purchase? Sealed bidding? Segmentation can be done on the basis of purchasing policies like leasing, contract etc.
Purchasing criteria
Should we serve companies that are seeking quality? Service? Price? Segmentation of target market also based on quality or price orientation of the companies.
Situational factors Urgency
Should we serve companies that need quick and sudden delivery or service? Segmentation is done by the emergency delivery system or service. The glass manufacturing company will serve company who need quick and sudden delivery or service or not.
Specific application
Should we focus on a certain application of our product rather than all application? The company which deals in glass may focus only on the certain use like the residential glass not automobiles.
Size or order
Should we focus on large or small order? This is done by benefit analysis; it is to decide that a large order takes long time and cannot be profitable while in same time many small orders can be more beneficial for the company.
Personal characteristics Buyer seller similarity
Should we serve companies whose people and values are similar to ours? It is based on behavioral segmentation of business market.
Attitude toward risk
Should we serve risk taking or risk avoiding customers? Company may choose the customer on basis of their behavior towards risk. For example the transportation of glass to the remote areas is a huge risk, the company will decide while they should serve the customer or not.
Loyalty
Should we serve companies that show high loyalty to their suppliers? Company has to decide that they should serve the organizations that have high loyalty to suppliers or not.
