Marketing Planning

Paper Summary:

This paper analyses how segmentation influences the definition of organizational buyers and consumers, and the product attributes they identify with and expect. The paper further discusses how distribution channels emerge to serve these customers.

From the Paper:

"Of all the above-mentioned types of segmentation, organizational buyers are most commonly segmented by B2B demographics, specifically focusing on the areas of procurement and purchasing roles within an organization. For consumers who are vital links in business-to-consumer (B2C) segmentation and selling scenarios, demographics is often used yet is increasingly being replaced by benefits and psychographics-based segmentation strategies as well. The emphasis in segmentation is shifting away from purely selling on price and availability and focusing more on "what in it for me" messaging to organizational or business buyers and consumers alike. "

Sample of Sources Used:

• Columbus (2005) - Avoiding the pitfalls of Channel Management. Louis Columbus. IEE Manufacturing Engineer. December/January 2006. Accessed from the Internet on June 1, 2006 from: http://www.lwcresearch.com/filesfordownloads/AvodiingThePitfallsofChannelMgmt.pdf
• Kotler (2003) - Marketing Management 11th Ed., Kotler, Prentice Hall, 2003. ISBN: 0130336297
• Moore (1999) - Crossing The Chasm. Harper Business; Rev edition (July 1999) ISBN 0066620023

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