5.6 Organizational/Industrial Segmentation Techniques

So far this chapter has concentrated on segmentation of consumer markets. Obviously many companies' main markets lie in the organizational or industrial sphere. In these markets companies have to sell products and services directly to organizational purchasers. There are differences between the type of segmentation variables used in an organizational market and the ones that have so far been outlined for consumer markets.

The difference in approach lies in the nature of organizational buyer behaviour.