■ Summary
This chapter has illustrated how an in-depth knowledge of both consumer
and organisational buyer behaviour is needed to successfully identify useful
segmentation criteria. This led to an exploration of a wide range of criteria
that can be used to segment both consumer and organisational markets. This
is the first step in the critical strategic process of establishing market seg-
ments that are available for a company to serve. Companies have to evaluate
the potential of these segments and to make choices about which groups to
serve (targeting) and on what competitive basis (positioning). The next steps
to successful segmentation will be explored in detail in Chapter 9, Targeting
and positioning and brand strategy.■ References
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