Direct Marketing strategies would use market segmentation to focus on a particular population subset that are expected to be more responsive to what a firm is selling than the whole population.
Market segmentation is about identifying clusters of buyers who form cohesive groups that differ from one another as to their specific needs.This would contribute to the development of strategies with marketing mixes( product,price, place, promotion) that would best fit the demand for the specific products and services.
The segmentation options for the b2b(business to business) direct marketers are very similar to those for marketers that target consumers. There are, however, major differences because the specific variables used within segmentations differ between consumers and industrial segmentation analysis. In b2b direct marketing, demographic variables such as income, age and geographic location have different meanings than in consumer marketing, although they describe similar concepts.
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