One of the most basic methods of segmenting business markets involves the four types of markets commercial markets, reseller markets, government markets, and institutional markets. Marketers may focus on one or more of these markets, as each has different requirements. However, even within one type of market, marketers will discover that buying firms have unique and varying characteristics. In these cases, further segmentation using additional variables might be needed to further refine the needs and characteristics of business customers. For example, Canon sells a line of wide format printers aimed at CAD and architectural design users, as well as other segments such as fine art, photography, office, and signage. Each segment has different uses for wide format printing, as well as different requirements with respect to the types of inks used in the printers. In addition to the types of business markets, firms can also segment business buyers with respect to:
- Type of Organization. Different types of organizations may require different and specific marketing programs, such as product modifications, different distribution and delivery structures, or different selling strategies. A glass manufacturer, for example, might segment customers into several groups, such as car manufacturers, furniture makers, window manufacturers, or repair and maintenance contractors
- Organizational Characteristics. The needs of business buyers often vary based on their size, geographic location, or product usage. Large buyers often command price discounts and structural relationships that are appropriate for their volume of purchases. Likewise, buyers in different parts of the country, as well as in different nations, may have varying product requirements, specifications, or distribution arrangements. Product usage is also important. Computer manufacturers often segment markets based on how their products will be used. For example, K–12 educational institutions have different requirements for computers and software thando major research universities
- Benefits Sought or Buying Processes. Organizations differ with respect to the benefits they seek and the buying processes they use to acquire products. Some business buyers seek only the lowest cost provider, while others require extensive product support and service. Additionally, some businesses buy using highly structured processes, most likely through their buying center. Others may use online auctions or even highly informal processes
- Personal and Psychological Characteristics. The personal characteristics of the buyers themselves often play a role in segmentation decisions. Buyers will vary according to risk tolerance, buying influence, job responsibilities, and decision styles.
- Relationship Intensity. Business markets can also be segmented based on the strength and longevity of the relationship with the firm. Many organizations structure their selling organization using this approach with one person or team dedicated to the most critical relationships. Other members of the selling organization may be involved in business development strategies to seek out new customers.
As we have seen, segmentation in business markets addresses many of the same issues found in consumer markets. Despite some differences and additional considerations that must be addressed, the foundation remains the same. Marketers must understand the needs of their potential customers and how these needs differ across segments within the total market.
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