Segmenting customers in mature industrial markets

Rangan, V. Kasturi; Moriarty, Rowland T.; Swartz, Gordon S.
October 1992
Journal of Marketing;Oct92, Vol. 56 Issue 4, p72
Academic Journal
In mature industrial markets, segmenting customers on size, industry, or product benefits alone is rarely sufficient. Customer behavior in terms of tradeoffs between price and service is an important additional criterion. The authors offer a framework for such buying-behavior-oriented microsegmentation of industrial customers. They apply the framework to segment the national accounts of a large industrial company and show how the results of a segmentation study can be used to redirect the firm's resources and customer segments.


Related Articles

  • Locating Your Customers in a Segmented Market. Levine, Phil // Journal of Marketing;19Oct75, Vol. 39 Issue 4, p72 

    The article reports on a technique designed to locate customers in a segmented market. The author focuses on a method that can be employed by decision makers in order to identify market segments for new products. The Discriminant Function Analysis method, a multivariate statistical approach, is...

  • AFTER-SALES SUCCESS.  // B&T Weekly;Feb2004 Supplement, p6 

    Focuses on issues related to business plans for after-sales services. Importance of service plans on the development of strategic business planning; Forfeiture on the profit potential of after-sales service by some companies; Recommendation for businesses to segment customers according to their...

  • Expanding the Scope of Segmentation Research. Dhalla, Narirnan K.; Mahatoo, Winston H. // Journal of Marketing;Apr1976, Vol. 40 Issue 2, p34 

    The article reports on research related to the subject of market segmentation. The author uses a case history from within the food industry to illustrate how a second phase of research focusing on consumer attitude can be useful to project managers in the field of marketing. The recommended...

  • Life-Style Segmentation in Apparel Marketing. Richards, Elizabeth A.; Sturman, Stephen S. // Journal of Marketing;Oct1977, Vol. 41 Issue 4, p89 

    The article discusses methods of apparel marketing. One approach concerning market segmentation is highlighted. A U.S. women's apparel company employed successful life-style market segmentation techniques in its marketing effort for brassieres. This branded apparel needed a combination of...

  • This consumer has cash, but she's tired. Evans, Gary // Furniture/Today;8/27/2007, Vol. 31 Issue 50, p1 

    The article discusses the characteristics of the new demographic group called "exhausted affluent" as well as the effective approaches in marketing to them. The group is being categorized as somewhere between the wealthy winners with an income of $150,000 and the muddled middle with...

  • STRATEGII, POLITICI ÅžI MIÅžCÄ‚RI DE PREÅ¢URI. Marian, Vasile // Yearbook of George Baritiu Institute of History in Cluj-Napoca, ;2012, Vol. 10, p215 

    We live in a world of prices which violate the life and 'pockets' of most people almost non stop, but we don't realize that this world is dominated by all sorts of strategies, policies and movements controlled by prices, meant to obtain as much profit as possible and/or market monopoly, but also...

  • A Probabilistic Approach to Pricing a Bundle of Products or Services. Venkatesh, R.; Mahajan, Vijay // Journal of Marketing Research (JMR);Nov93, Vol. 30 Issue 4, p494 

    The authors propose a probabilistic approach to optimally price a bundle of products or services that maximizes seller's profits. Their focus is on situations in which consumer decision making is on the basis of multiple criteria. For model development and empirical investigation they consider a...

  • How one industrial marketer used market segmentation key to unlock target markets. Lutz, Eric F. J. // Marketing News;5/1/1981, Vol. 14 Issue 22, Special section p4 

    Discusses how an industrial marketer use market segmentation in studying markets. Significance of market segmentation; Objective of the analysis of industrial markets; Similarity of the approach used to develop target markets and conduct price sensitivity analyses to that described in the...

  • PART V: BEHAVIORAL ANALYSES: CHAPTER 37: PRICING: 37.1: Overview. Miller, Richard K.; Washington, Kelli // Consumer Behavior;2017/2018, Vol. 12, p218 

    The article reports that according to a survey by the market research company NPD Group, factors affecting consumers' shopping behavior include price, convenience of location and customer service.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics