Subject category:
Marketing
Published by:
Harvard Business Publishing
Length: 11 pages
Topics:
Industrial markets; Market segmentation
Share a link:
https://casecent.re/p/45656
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such buying-behavior- oriented microsegmentation of industrial customers. It uses the framework to segment the national accounts of a large industrial company and show how the results of the segmentation study may be used to redirect the firm''s resources and customer segments.
About
Abstract
In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such buying-behavior- oriented microsegmentation of industrial customers. It uses the framework to segment the national accounts of a large industrial company and show how the results of the segmentation study may be used to redirect the firm''s resources and customer segments.