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Segmentation, Targeting and Positioning - page 9 / 20

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Variables for Segmenting Business Market

Demographical segmentation: dividing groups on the basis of industry, company size. Swiss color (leather industry, garments industry, painting industry)

Operating Variables: many services, fewer services, heavy users or non users

Purchasing Approaches: Engineer dominated, financially dominated, marketing dominated

Situational factors: urgency (quick or sudden delivery)

Personal Characteristics: High loyalty, Buyer-seller similarity.

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