Essay - Criteria for Segmenting Criteria for Successful Segmentation Include: Substantiality: a...

Criteria for Segmenting

***** for successful segmentation include:

Substantiality: A segment must be large enough to warrant developing and maintaining a specific marketing mix

Identifiability and measurability: Segments ***** be identifiable ***** their size measurable.

*****: The firm must be able ***** reach mem*****rs or targeted segments with customized marketing *****es.

*****: The ***** should pay attention to how the segment responds ***** different elements of the ***** mix (In some cases, different segments may not respond differently and therefore the element can remain unchanged.)" (Segmenting and targeting markets)

All these criteria are very important, but substantiality stands out as the most important simply because a m*****rket must be substantial enough to make a pr*****it.

The m*****rketer ***** also identify the b*****es on which ***** segment a market. For the consumer, there are four options, geographic, demographic, psychographic, and behavioral (Market segmentation). Which is the ***** important really depends on the needs of the customer as well as ***** type of marketing campaign. For example, ***** segmentation is needed for a mailing campaign. Alternatively, ***** segmentation might be the *****t ***** a product such ***** jewelry th*****t sat*****fied a purely emotional need in the consumer or demographic ***** would make sense f***** a product that is designed specifically for high income women. Behavioral segmentation works well when you have data about your customer's *****havior. ***** instance, you may want to send coupons to a customer who is a known bargain shopper.

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Market *****. http://www.quickmba.com/*****/market-segmentation/

***** and targeting markets.