Sherwin Williams Company provides paint and supplies to businesses and individuals through its network of company-owned retail outlets. Sherwin Williams employs outside sales representatives who make personal calls with prospects and customers in order to gain insight about their needs and persuade them to utilize Sherwin Williams for their painting projects. Typically, a Sherwin Williams sales representative will focus his or her efforts on specific customers such as hospital facility managers, apartment complex managers, painting contractors, or education institution facility managers. Sherwin Williams is utilizing the ______ variable for segmenting business markets.
A) type of organization
B) customer size
C) geographic location
D) product use

Question

Quizplus · Accepted Answer

Sherwin Williams is segmenting its business markets based on the type of organization, such as hospital facility managers, apartment complex managers, painting contractors, or education institution facility managers. This strategy allows Sherwin Williams to tailor its sales efforts to specific types of customers and gain insight into their unique needs and preferences. The other variables listed (customer size, geographic location, and product use) could also be relevant for segmenting business markets, but based on the information provided, it seems that Sherwin Williams is primarily using type of organization.

Sherwin Williams Company Provides Paint and Supplies to Businesses and Individuals