SEGMENTATION STUDY GUIDE

For example, a manufacturer seeking to sell industrial machinery must navigate technical specifications, compliance requirements, and budget considerations-often engaging with multiple stakeholders before securing a deal. Segmentation helps streamline this process by focusing resources on the most promising opportunities... Business market segmentation is critical for effectively allocating resources, designing tailored offerings, and building lasting relationships in B2B contexts. While consumer segmentation focuses on broad groups with shared characteristics, business segmentation involves smaller, more specialized markets with distinct needs, decision-making processes, and purchasing behaviors. By segmenting effectively, firms can better target high-value customers and maximize their return on investment in marketing and sales efforts... This study guide has been prepared by an experienced lecturer and practitioner to meet the needs of university-level marketing students.