Assignment: Segmentation Criteria for a B2B product.
Segmentation of a B2B (business to business product) is done in a similar fashion as consumer market segmentation. There are five segmentation criteria for a B2B product just as there are for consumer markets. These include:
Measurable: Have measurable information about the segment-e.g. size, discretionary income, etc.
Substantial: The segment must be large enough to warrant separate segmentation.
Accessible: The company must be able to reach the segment.
Distinguishable: The segment must act differently and respond differently than other segments.
Actionable: The company must be able to implement the target marketing mix.
For this Assignment, you will apply these five segmentation criteria addressing the following checklist.
- Choose a B2B product that you find on the Internet (examples may be business copiers, printers, cell phones for business usage, company cars, etc.).
- Describe the five segmentation criteria as they apply to this B2B product.