Class06_HW_Assignment - 1. The four criteria for effective...

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1. The four criteria for effective market segmentation are: (a) Substantiality: A segment must be sufficiently large so as to justify the development and maintenance of a special marketing mix. Although it is not always necessary, a market segment often requires many potential customers in order to be commercially worthwhile. (b) Identifiability and Measurability: A segment must be identifiable and measureable. Data about the population within a specific geographic region, as well as their respective ages and other pertinent social and demographic characteristics are often easy to obtain and provide adequate measures of segment size. This information will help a firm to determine whether there is a sufficient market to justify the product or service. (c) Accessibility: Some market segments, such as those comprised of senior citizens, individuals with certain disabilities, illiterate individuals, and non-English speaking persons, are difficult to reach. Thus, a firm must be capable of reaching targeted segments
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Class06_HW_Assignment - 1. The four criteria for effective...

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