AN APPROACH TO INDUSTRIAL MARKET-SEGMENTATION

Models of industrial market segmentation have been criticized for not considering managerial requirements and implementation issues. A new model is proposed which incorporates these issues by considering controllable marketing variables in identifying macrosegments. This is effective because the goal of industrial market segmentation is not always to look for homogeneous markets, but rather homogeneous responses to marketing stimuli. The application of the approach to a specific market (industrial transmissions) is provided as an example. © 1991.