MARKET-SEGMENTATION PRACTICES OF INDUSTRIAL MARKETERS

Most of the research into market segmentation has focused on methods of positioning markets into segments and not on the practical use of market segmentation. This article discusses how a sample of 32 industrial companies in South Africa used market segmentation. A literature review of industrial market segmentation is presented. The results of this survey identified the variables used in segmenting markets, the criteria used to form segments, the criteria used to select target segments, and the marketing actions used to reach the chosen segments.