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.

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

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