Effective Segmentation Measurable Size, purchasing power, profiles of segments can be measured Substantial Segments must be large or profitable enough to serve Accessible Segments can be effectively reached and served Segments must respond Differential differently to different marketing mix elements actions Must be able to attract and Actionable serve the segments C2000 Prence fr©2000 Prentice Hall Measurable Accessible Substantial Differential • Segments must be large or profitable enough to serve. • Segments can be effectively reached and served. Actionable • Size, purchasing power, profiles of segments can be measured. • Segments must respond differently to different marketing mix elements & actions. • Must be able to attract and serve the segments. Effective Segmentation