Macro segmentation: Characteristics of buying organization (size/ geo/ usage rate/ procurement structure), Product/ service application , Characteristics of buying situation (buying situation type, stage in buying process), Micro segmentation: Buying decision criteria, Perceived importance of the purchase, Attitude toward vendors, Purchasing strategies (single/ multiple sources), Structure of decision making unit, Importance of purchase, Innovativeness, Personal characteristics (demographic, decision styles),

OM1 - Module 06 - Segmentation bases

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