B2B SEGMENTATION AS A TOOL FOR MARKETING AND LOGISTIC STRATEGY FORMULATION
B2B SEGMENTATION AS A TOOL FOR MARKETING AND LOGISTIC STRATEGY FORMULATION
Author(s): Stanislava Grosova, Ivan Gros, Magda CisarovaSubject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Mykolas Romeris University
Keywords: market segmentation; B2B market; corrugated cardboard; marketing strategy; logistic strategy;
Summary/Abstract: This article deals with the B2B market segmentation as the tool for formulation of the marketing and logistical strategy. An empirical study on the market of secondary cardboard packaging represents the research approach carried out by personal and electronic questioning in order to determine customers´ expectations, demands, preferences and characteristics, results in the processing by the factor and cluster analysis, discovered and designed segments and their profiles. The research focused on existing and potential customers was primarily motivated by finding ways to discover new opportunities in value creation for specific segments on stagnant market. The important part of the study is the confirmation or refusing of hypotheses concerning the behavior of created B2B segments.
Journal: Intelektinė ekonomika
- Issue Year: 5/2011
- Issue No: 1
- Page Range: 54-64
- Page Count: 11
- Language: English