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What are the requirements for Effective Segmentation?

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Sameer Mathur
Sameer Mathur

Requirements for effective segmentation Based on Chapter 7 Kotler Marketing Management : A South Asian Perspective 14th Edition (English) 14th Edition

Marketing
1 of 9
Requirements for effective segmentation By Sanchit Aggarwal Birla Institute of Technology & Science, Pilani - K.K.Birla Goa Campus
Measurable The size, purchasing power, and characteristics of the segment can be measured PRICE
Identifiable The differentiating attributes of the segments must be measurable so that they can be IDENTIFIED.
Example: Apple dominated the market due to these identifiable features
Accessible Segments must be reachable through communication and distribution channels.
Substantial The segment should be large and profitable enough to serve.
Differentiable The segments are conceptually distinguishable and respond differently to different marketing mix elements and programs
Actionable Effective programs can be formulated for attracting and serving the segments.
What are the requirements for Effective Segmentation?

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