ABSTRACT
This chapter deals with segmenting and targeting organizational markets. It is relevant to university outreach professionals interested in marketing educational programs for employees of various organizations such as businesses, government, institutions, and educational and professional associations. Here, marketing effort is targeted at employers rather than individual employees as consumers. That is, the organization, or the management of the organization, acts as a “buying influence” with regard to educational programs for its employees. Influence may be in terms of the organization sponsoring educational programs for employees and underwriting the entire cost of those programs, or influence may be reflected by the organization recommending that employees participate in educational programs. In the latter case, the employer may reimburse the employees either in full or part, or not at all for the cost of the programs.
