Requirements driven market segmentation

The acceptance of the segmentation concept appears to have outstripped the ability of industrial marketing professionals to make the concept either operational or strategically relevant. As a result, we often find that industrial customers are not divided into segments; customer selection often is o...

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Bibliographic Details
Published in:Industrial marketing management 1989-05, Vol.18 (2), p.105-112
Main Authors: Brown, Herbert E., Shivashankar, Ramesh, Brucker, Roger W.
Format: Article
Language:English
Subjects:
Market segments
Niche marketing
Product differentiation
Requirements
Teams
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Summary:The acceptance of the segmentation concept appears to have outstripped the ability of industrial marketing professionals to make the concept either operational or strategically relevant. As a result, we often find that industrial customers are not divided into segments; customer selection often is opportunistic and unplanned; and industrial niche marketing remains an unfulfilled promise for too many industrial firms. This article attempts at least a partial remedy for this problem by offering a systematic and practical segmentation process and paradigm with requirements in the form of needed operating parameters and desired common buying factors as its centerpiece. The model incorporates a group process, and also shows how both corporate and competitive strategies are integrated into the segmentation process.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(89)90027-8