University of Twente Student Theses
A customer segmentation sequence for B2B markets based on levels of market orientation of firms
Moellering, Lea (2018) A customer segmentation sequence for B2B markets based on levels of market orientation of firms.
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| Abstract: | Customer segmentation in industrial markets has gained more and more attention over the last years. There are many different criteria to segment a company’s market, most of them being organizational, buyer and financial characteristics. With already existing models in literature, a sequence of effective criteria for customer segmentation has not been established in relation to market orientation. The higher a company’s market orientation, the more complex the segmentation should be. Therefore, interviews and surveys with companies in the engineering sector were conducted, evaluated and then concluded in a new sequence of a segmentation method. How this segmentation then influences customer treatment is explained in this thesis below as well as striking outcomes of the analysis. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 02 science and culture in general, 05 communication studies, 70 social sciences in general, 83 economics, 85 business administration, organizational science, 88 social and public administration |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/75340 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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