| Measurable | The size, purchasing power, and characteristic of the segment must be measurable. |
| Substantial | The segment are large enough and profitable enough to serve. |
| Accessible | The segment can be effectively reached and served. |
| Differentiable | The segment are conceptually distinguisable and respond effectively to different marketing-mix elements and programs. |
| Actionable | Effective programs can be formulated for attracting and serving segments |
Philip Kotler, Marketing Management Guru
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