B2B products are often more complex than residential and commercial. Even complex consumer purchases such as cars and stereos tend to be chosen on simple criteria. Conversely, even the simplest of B2B products might have to be integrated into a larger system, making the involvement of a qualified expert necessary. Whereas consumer products are usually standardized, B2B purchases are frequently tailored.
This raises the question as to whether segmentation is possible in such markets – if every customer has complex and completely different needs, it could be argued that DVG will have a separate segment for every single customer. In most business-to-business markets, a small number of key customers are so important that they “rise above” the segmentation and are regarded as segments. Beneath these key customers, however, lies an array of companies that have similar and modest enough requirements to be grouped into segments.