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"B2B Segmentation as a Tool for Marketing and Logistic Strategy Formulation"

Intellectual Economics

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Title "B2B Segmentation as a Tool for Marketing and Logistic Strategy Formulation"
"Verslo verslui segmentavimas kaip rinkodaros priemonė ir logistikos strategijos kūrimas"
 
Creator Grosova, Stanislava
Gros, Ivan
Cisarova, Magda
 
Subject market segmentation; B2B market; corrugated cardboard; marketing strategy; logistic strategy
M31; M21
rinkos segmentavimas; verslas verslui rinka; rinkodaros strategija; logistikos strategija
M31; M21
 
Description 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.
Empirinis antrinio įpakavimo rinkos tyrimas atspindi požiūrį, grindžiamą asmenine bei elektronine apklausa, siekiant nustatyti vartotojų lūkesčius, paklausą, preferencijas ir požymius faktorinės ir klasterinės analizės pagrindu. Šis tyrimas rėmėsi esamais ir potencialiais klientais, ir juo iš pradžių siekta nustatyti naujas vertės kūrimo galimybes specifiniuose stagnuojančios rinkos segmentuose, patikrinti sukurtų verslo verslui segmentų elgsenos hipotezes.
 
Publisher Mykolas Romeris University
 
Contributor —
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Date 2013-09-09
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier https://www3.mruni.eu/ojs/intellectual-economics/article/view/826
 
Source Intellectual Economics; Vol 5, No 1 (2011): Intellectual economics; 54–64
Intelektinė ekonomika; Vol 5, No 1 (2011): Intellectual economics; 54–64
1822-8038
1822-8011
 
Language eng
 
Relation https://www3.mruni.eu/ojs/intellectual-economics/article/view/826/783
 
Rights Copyright (c) 2014 Intellectual Economics