The relational aspect has suffered some serious shocks

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What is market segmentation?
But what is market segmentation? The premise of customer segmentation is that a company cannot serve the entire available market. Its product may appeal to some and not to others, or be particularly suitable for some and not for others – with the exception of examples like Coca-Cola, which ends up reaching all types of customers, but is necessarily focused on B2C.

Consumer segmentation is the first of three stages of market exploration: segmentation, identification and positioning:

Segmentation: consists of dividing all customers in the market into homogeneous groups based on certain criteria;
Identification: identify the specific segment, interesting in terms of size and which best suits our product in terms of satisfying specific needs;
Positioning: finally, the last phase is that of positioning the fax lists brand or product, or the formulation of specific sales and communication strategies that allow the brand to be correctly identified in the market.
Importance of relationships in B2B marketing
Importance of relationships in B2B marketing
Are all those who propose the relationship between companies as the meaning of B2B marketing wrong? Obviously not. However, the direct relational aspect on which corporate marketing has always been based is often underestimated.

In retail, Think, for example, of supermarkets or large shopping centers, where, in fact, people prefer to shop on their own and often the unsolicited presence of the sales assistant is perceived as interference.

In the development of corporate marketing strategies, however, the relational aspect is still, and increasingly, a fundamental element in the sales process.

The only exception to this rule is commodity products, that is, generic products that have similar technical characteristics from one supplier to another, and therefore do not have their own uniqueness that could set them apart from the majority.

Relationship marketing , in practice, is a set of commercial and communication activities that lead to improving relationships with your customers (but also suppliers and employees), retaining them and increasing sales: loyalty is the key word in relationship marketing, especially in B2B.