Business to Business Marketing | Essay

RUNNING HEAD: BUSINESS TO BUSINESS MARKETING
BUSINESS TO BUSINESS MARKETING
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BUSINESS TO BUSINESS MARKETING1
There are several reasons for which a business organisation expands its business at an
international level. To maximise market share and revenue a business organisation expand its
business. Business expansion at an international level can help a company to diversify its assets.
To maintain positive revenue growth, business organisations use the global market to launch
unique goods and services. Expansion at the global level can provide certain benefits to a
company which are a new market, diversification of assets, access to talent, competitive
advantage and FDI opportunities. Senior executives of every business organisation have the
responsibility to analyse the market segment before investing. A proper market segmentation
procedure can help the management team of a company to get a clear idea about the segment. To
gain a competitive advantage and boost market share by targeting the specific market segment,
the expansion procedure of a company can be successful. The company can easily achieve
business objectives. This paper aims to analyse which market segmentation is necessary for a
business organisation. A business marketing manager has the responsibility to choose between
macro bases or micro bases or both these two market segmentation is suitable for the company.
Before expanding the business at an international level a business organisation has to
identify its target market and develop the strategic plan according to the target market. There are
certain methods which are used by the business organisation for the classification. Macro-
segmentation marketing, Micro-segmentation marketing and both Macro and Micro-
segmentation marketing are those methods (Cross, Belich and Rudelius 2015). Which method
will be chosen as a market segmentation method is depends on the certain variables which are
the size of the market, product, services, and financial condition of the company. Based on these
variables, the marketing manager has the responsibility to conduct market segmentation.
However, it can be said that the success of a business organisation depends on applying the

BUSINESS TO BUSINESS MARKETING2
appropriate market segment method. It will help the company to get a clear idea about the
targeted customer group. By knowing the demands and wants of the targeted customer group, a
business organisation can offer the most appropriate products to the targeted market segment.
In this part, micro-segmentation marketing will be analysed. It is through the process of micro-
segmentation that helps modern marketers to apply a knife age method to the target market. With
the help of this method, the customer segments of a market can be analysed. Based on several
specific characteristics customer groups are divided into groups (McDonald 2015). In this
process, customer groups are divided further into four groups which are demographics,
geography, behaviour and lifestyle. For the demographic market segmentation procedure, the
marketing team analyse certain demographic factors which are income, gender, Job, and life
cycle (Tkaczynski 2017). For the geography-based micro-segmentation marketing, customers are
divided at first into the region, then states, then cities and lastly neighbourhoods. For the
behaviour based micro-segmentation marketing, the marketing team analyse certain factors
which are coupon only purchases, frequent purchases, and seasonal only purchases (Rupp, Kern
and Helmig 2014). Fashion-conscious, tech-savvy, adventurer, and traveller are those factors
which are analysed for Lifestyle based micro-segmentation marketing (Weinstein and Cahill
2014). By using micro-segmentation marketing, the marketing manager of a business
organisation can achieve heart in advantages. This segmentation allows a business organisation
to provide all directive efforts to a specific market segment and identify their needs and
demands. This method is cost-effective. In comparison with other marketing efforts, micro
marketing segmentation needs comparatively less amount of money. The growth in micro-
marketing strategies is user-generated. There are certain disadvantages to this procedure. Though
this process targets directly to a specific market segment yet developing this marketing strategy