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)customer size
B)type of organization
C)geographic location
D)product use

Question

Quizplus · Accepted Answer

Sherwin-Williams is segmenting the business market based on the type of organization, such as hospital facilities, apartment complexes, painting contractors, or education institutions. This is an example of organizational segmentation.

Sherwin-Williams Company Provides Paint and Supplies to Businesses and Individuals