University of Twente Student Theses


Business to business market segmentation

Kuipers, S.M. (2018) Business to business market segmentation.

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Abstract:Companies operating in the business to business environment are not properly segmenting their customers or not segmenting their customers at all. However, the importance of segmenting your customers based on their needs and marketing stimuli responses to effectively allocate resources stresses the need for further research on this knowledge domain. Also, there are papers about what variables could be considered as important but little research about which variables could be used in what combination or sequence. Several interviews were conducted in order to analyse which segmentation models are currently implemented at business to business companies. Furthermore, the market orientation of those companies was measured in order to analyse which segmentation models performed better. From this analysis it could be derived which combination of variables performs better for the segmentation of customers in an industrial market.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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