Assignment: Segmentation Criteria for a B2B product.
Segmentation of a B2B (business to business product) is done in a similar fashion as consumer market segmentation. There are five segmentation criteria for a B2B product just as there are for consumer markets. These include:
Measurable: Have measurable information about the segment-e.g. size, discretionary income, etc.
Substantial: The segment must be large enough to warrant separate segmentation.
Accessible: The company must be able to reach the segment.
Distinguishable: The segment must act differently and respond differently than other segments.
Actionable: The company must be able to implement the target marketing mix.
For this Assignment, you will apply these five segmentation criteria addressing the following checklist.
Checklist:
Choose a B2B product that you find on the Internet (examples may be business copiers, printers, cell phones for business usage, company cars, etc.).
Describe the five segmentation criteria as they apply to this B2B product.
Access the grading rubric. Submit your Assignment in a 2–3-page paper with an additional title and references page in APA format and citation style to the Dropbox before the end of the unit.
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