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Section 6

Conducting a Segmentation

Book Version 3
By Boundless
Boundless Marketing
Marketing
by Boundless
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5 concepts
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Determining Segmentation Variable(s)

Markets can be segmented primarily according to geographic, demographic, usage, and psychological segments--or a combination of the above.

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Segmentation for B2B

B2B firms will segment their customers differently, due to different buying habits and procedures between businesses and end-users.

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B2B Company Characteristics

B2B businesses operate and market their goods and services differently than B2C companies, due to the different nature of the purchase.

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Evaluating Market Segments

Segmentation involves classifying people into homogeneous groupings and determining which of these segments are viable target markets.

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Selecting Target Markets

Strategic targeting can optimize the return on investment through selecting the best segments in the market for return on investment.

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