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Market Segmentation Online : 1.Basic Markets PDF Print E-mail
Nadheera -E-Business Consultant @ RIBELZ | Wednesday, 22 September 2010 16:08

Lets discuss a new topic today. Its online market segmentation.

Marketers are well aware of the Segmentation, Targeting, Positioning or STP Marketing. Segmenting is the first of those strategies. We are going to discuss segmenting in E-Marketing.

First post about segmenting is about the three basic markets that both sell and buy to each other. They are Businesses, Governments and consumers.

 

1. Business Market

Contains the businesses and institutions. In the most biggest market in internet because many firms are present online than consumers. This is why B2B activity online is only second to B2C.

For e.g.

1. DHL - maintains a database of its' corporate clients. And the clients can login to their companies account and see where their package is.

2. A web designing company will directly target the Business Market.

2. Government Market

This is applicable to many developed countries, where governments purchase online. Not very much applicable to Sri Lanka yet. But take a country like US - US govt. is the worlds largest buyer of goods and service (http://www.sba.gov/contractingopportunities/index.html)

But businesses willing to target govt market will have unique challenges like rules,paperwork..etc.

3. Consumer Market

Is the biggest ever market. And the market potential is unlimited. Majority of products target this market for its capacity. The success stories of online marketing directed at consumers are Amazon, Ebay, 1-800 Flowers and Kapruka, Topjobs.lk and gossiplankanews.

 

We will next talk about examples to all these three markets selling to each other. i.e. B2B, B2C, B2G, C2B, C2G, C2C - so on and so forth examples.

 

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