Segmentacja rynków B2B na podstawie tworzenia unikalnej propozycji wartości
B2B Market Segmentation on the principle of Creating a Unique Selling Proposition

Summary/Abstract: The purpose of the article is to demonstrate the main principle of segmentation of Business Markets (B2B Markets). This article has highlighted some differences in the purchasing decision process in producers and resellers of the industrial goods. The main idea of the author’s suggestion is to adapt a unique selling proposition accordingly their client organizational buying configuration. It is important to consider the structure of Buying Centre of the company and to create a Unique Selling Proposition for every client. The purchasing decision process of enterprises providing services and/or producing industrial products is more rigid (i.e. more articulated, more formalised, more centralised, and applies more sophisticated procedures) than the purchasing decision process of resellers of the same products. The author suggests that a unique selling proposition will help companies to define its unique position in the marketplace and to differentiate a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind. The article provides an overview of the forms and technologies that allow modeling the structure of Buying Centers in the different target market segments B2B. In the article the author lays down the main five steps that B2B market segmentation should follow on the principle of unique selling propositions if they wish to be more successful

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