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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:http://purl.utwente.nl/essays/75340
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