A marketer in the process of segmenting a B2B market should begin with macro variables before assessing micro variables.

Question

Quizplus · Accepted Answer

A marketer should begin with macro variables, such as industry type, company size, and geographic location, to determine broad segments of the market before assessing micro variables, such as customer needs and behaviors. This approach helps to identify the most significant and meaningful differences between B2B customers and can inform the development of more targeted marketing strategies.

A Marketer in the Process of Segmenting a B2B Market