What are the requirements for effective segmentation?
1.Measurable
Size can be measured
Purchasing power
How much purchasing capacity company has for effective segmentation?
Characteristics of segments is necessary for effective segmentation
Segments should be large homogeneous group with tailored marketing program
Eg:Manufacturer develops car who are less than four feet tall
Segments should effectively reached and served3.
Segments should be conceptually distinguishable and respond differently to different marketing elements
If married and unmarried woman respond to similarly to same perfume they do not constitute same elements
4.Actionable
Effective program should be formulated for attracting &serving segments
Sameer Mathur
MBASkills.in
Indian institute of Management Lucknow
Marketing professor 2013-
Marketing professor 2009-13
Ph.D and MS(marketing)2003-2009
Madhusudan DahalNational Institute of Technology surat
intern