Segmentation & Needs
Segmentation is at the very heart of marketing.
A segment is a group of individuals or companies with a common attribute that causes them to share similar needs. Marketers tailor their products, services and communications to these common attributes in order to ensure that their offering meets market requirements.
Segmentation is a means of capturing value – customers receive and pay for benefits they value; conversely they neither receive nor pay for benefits they do not value.
B2B International are amongst the most experienced market segmentation experts in the industry, and we have written extensively on the subject. A selection of this thought leadership is shown below:
Infographic: Divide and conquer
Following ten instructed stages – starting from the rationale behind the segmentation, through to the final implementation – this step-by-step guide will lead to successful business segmentation.
Infographic: Food for thought
Effective segmentation is not easy – especially in the B2B environment – but it is the key to success. Only by appreciating the challenges you face, can you ensure your approach is correct. ...
White Paper: Small Businesses - An Anthropological Insight
White Paper: Implementing Organisational Service Excellence
White Paper: A Practical Guide to Market Segmentation
White Paper: Getting People to Switch
White Paper: Market Segmentation in B2B Markets
Article: Business Models And Competitive Advantage
High growth depends on how you set yourself up to deliver value into the market. Colin Mason at the Hunter Centre for Entrepreneurship, University of Strathclyde and Ross Brown at Scottish Enterprise report on how fast-growth enterprises design their business models. The...
Article: Market Research And Sales Managers
The essential element of the sales manager's survival kit is good information, particularly in four areas: the company's sales, the structure of' the market, detailed knowledge of buyers and the strengths and weaknesses of the company vis-a-vis the competition. Know The Company's Sales Every company is...
Case Study: Needs-Based Segmentation Research
Our Client is a global leader in the paper, packaging, and wood products industry with operations spanning the Americas, Europe, Asia Pacific, and Australasia. As with all commodity markets, our Client wanted to not only differentiate themselves from the competition but also be able to charge more for their...
