What Is The Criteria For Effective Segmentation?


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1.Measurability: The degree to which the size and purchasing power of resulting segments can be measured
2.Accessibility: Can consumers in the segment be reached by appropriate marketing communications?
3.Substantiality: Is segment large enough to warrant consideration?
4.Durability: Will the segment last over time?
5.Homogeneous Response Function: Will consumers within the segment react similarly in terms of marketing variables?

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