Proposes that the main objective here is a system being developed for segmenting industrial markets on the basis of the level demonstrated by buying centre members. Examines the factors which influence the individual member of the buying centre in the context of his/her participating in the acquisition of an innovation. Explores the concept of consumer creativity or maturity as developed in the context of consumer marketing, and considers factors which are deemed influential. Posits that greater success rates in new product development would be achieved if research and development worked in tandem with an identified cross‐section of sophisticated buying centre members.

The major theme of this article is that social marketing can contribute to the improvement of living conditions in the third world. The ease or difficulty of this task, however, will be determined by the existence of certain enabling conditions, precipitations circumstances and societal motivations in the countries of application.

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The bank commercial market is less homogeneous than the retail market which justifies the development of differentiated marketing activities to meet the distinct needs of subgroups of commercial clients. A two‐stage segmentation approach to the bank commercial market is presented. The objectives and resources of the bank with the associated costs/benefits of each segment determine the choice of target segments and whether the second stage will be performed. The first stage of the procedure is illustrated with the use of geographical statistical data and internal data on commercial clients to perform a detailed analysis of the commercial coverage of the bank. Additional data used to illustrate the second stage are the perceived importance and performance of financial services by the banks′ commercial clients. Limitations and benefits of the procedure for marketing decision making are presented in the conclusion.

Among marketers, there is a tendency to assume that essentially North American or Western European marketing ideas can be readily transplanted into the Third World environment. This article discusses the peculiar features of developing countries, stresses the need for modifications to marketing course content and makes recommendations to the educator.