Growing Need for Industrial Market Segmentation
Previous Work in Industrial market Segmentation
Purpose and Nature of This Book
2. A Nested Approach to Industrial market Segmentation
Personal Characteristics of Decision Makers
Understanding and Applying the Nested Approach
3. The Outer Nest: Demographics
4. The Outer-Middle Nest: operating Variables
User-Nonuser of Product and Brand
Purchase of Related Products
5. The Middle Nest: Purchasing Approaches
6. Purchasing Organization
Nature of Existing relationship
General Purchasing Practices and Policies
6. The Inner-Middle Nest: Situtational Factors
Type adn Size of Purchase
7. The Intermost Nest: Personal Characteristics 00 Buyer-Seller Similarity
Risk-Management Stratigies
Personal-Characteristics Nest
8. Applying Market-Segmentation Schemes
Approaches to Segementation
Economics of Applying Market Segmentation
Applying Segmentation Schemes
9. Controlling Segmentation Implementation
Customer-Conversion Analysis
Segment-Profitability Analysis
