Publications
Publications

Segmenting Customers in Mature Industrial Markets: An Application

By: V. Kasturi Rangan
  • Format:Print
  • | Pages:11
ShareBar

Abstract

In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such buying-behavior-oriented microsegmentation of industrial customers. It uses the framework to segment the national accounts of a large industrial company and show how the results of the segmentation study may be used to redirect the firm's resources and customer segments.

Keywords

Segmentation; Framework; Consumer Behavior; Marketing Strategy; Industrial Products Industry

Citation

Rangan, V. Kasturi. "Segmenting Customers in Mature Industrial Markets: An Application." Harvard Business School Background Note 594-089, May 1994.

About The Author

V. Kasturi Rangan

Marketing
More Publications

More from the Author