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Segmentation, Targeting and Positioning - page 10 / 20

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Requirements for Effective Segmentation

To be useful market segments must be:

Measurable: size, purchasing power, and profiles can be measured. Scattered customers difficult to measure (left handed people)

Accessible: effectively reached and served.

Substantial: large or profitable enough to serve.

Differentiable: conceptually distinguishable and respond differently to different marketing mix elements and programs.

Actionable: Sufficient resources, marketing capabilities I.e effective marketing programs can be designed for attracting and serving the segments. Staff limitation

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