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

2.

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