HCBE Faculty Articles

Title

Market Segmentation Practices of Industrial Marketers

Document Type

Article

Date

5-1993

Publication Title

Industrial Marketing Management

ISSN or ISBN

0019-8501

Volume

22

Issue

2

First Page

79

Last Page

84

Description

Most of the research into market segmentation has focused on methods of positioning markets into segments and not on the practical use of market segmentation. This article discusses how a sample of 32 industrial companies in South Africa used market segmentation. A literature review of industrial market segmentation is presented. The results of this survey identified the variables used in segmenting markets, the criteria used to form segments, the criteria used to select target segments, and the marketing actions used to reach the chosen segments.

DOI

10.1016/0019-8501(93)90033-4

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