Question

MARKET SEGMENTATION, TARGETING AND POSITIONING

1. Explain the criteria used to evaluate Consumer Market Segments.
2. Use the criteria necessary for evaluating the attractiveness of consumer market segments.

Answer 1

1. Demographic segmentation is the most commonly used criteria, since it requires information that can be collected easily and that enable you to quickly target a potential market. These criteria include gender, age, nationality, education, profession, income or family situation.
2. Identifiable. You should be able to identify customers in each segment and measure their characteristics, like demographics or usage behavior.

• Substantial. ...
• Accessible. ...
• Stable. ...
• Differentiable. ...
• Actionable.