4.4 : 산업 시장 세분화

Industrial or business-to-business markets involve transactions and interactions between businesses that buy and sell goods and services for production, operation, or resale.

Segmentation in industrial markets follows the nested approach, starting with demographic factors such as industry type, company size, and geographic location, for example, the automobile industry in Asia.

Next, operating variables, like technology, production capacity, and automation levels, further differentiate sub-segments, such as EVs, Hybrids, or Gasoline in the automobile industry.

Following this, factors in customer purchasing methods, like decision-making unit size, criteria, and the purchasing process, are examined. For example, is the purchase decision centralized or decentralized?

Further, situational factors like urgency, project requirements, or market conditions are used. For instance, is the purchase project-driven or a routine operation?

Finally, personal characteristics, including the procurement manager's role and preferences, are considered in detail.

This nested approach simplifies the complexity of industrial markets, allowing businesses to tailor strategies to the unique needs of each niche.