How to Segment Industrial Markets
- ️@harvardbiz
- ️Tue May 01 1984
As difficult as segmenting consumer markets is, it is much simpler and easier than segmenting industrial markets. Often the same industrial products have multiple applications; likewise, several different products can be used in the same application. Customers differ greatly, and it is hard to discern which differences are important and which are trivial for developing a marketing strategy.
A version of this article appeared in the May 1984 issue of Harvard Business Review.