Good customer cegmentation criteria are primairly based on shared customer preferences, a common customer pain or shared customer believes. To be of practical use for a company the following other criteria are of importance:
# ''Substantial'': The segment should result in a ''//substantial size//''. Cluster the target market in a broad yet comprehensive set of seperate customers groups
## As a guidance, try to divide up your market in a maximum of 10 segments. 
# ''Measurable'': The segment should be //''measurable''//
## As an example: When targetting 'undisciplined, extravagant spenders' it will be difficult to get a contact database...
# ''Diffentiable:'' The segment should be //''differentiable''//, meaning that the different segments will respond differently to different elements of the marketing strategy.
## Distinghuising large, midsize and small companies is of no use if you all theat them the same.
# ''Actionable'': The segment should be //''actionable''//, meaning that it should be to formulate an appropriate marketing strategy for each segment.
## If your salesforces does not understand the terminology and implications of the marketing strategy, the segmentation is inadequate
# ''Unique'': The segmentation strategy should be ''//unique//''. You must challenge yourself to have a different view of the market than your competitors.
## Thinking differently will identify new opportunities sooner.
# ''Attractive'': depends on:
## Size of the segment
## Growth rate
## Structural attractiveness

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bag
marketing_public
created
Sun, 26 Dec 2010 12:10:02 GMT
creator
dirkjan
modified
Sun, 26 Dec 2010 12:10:02 GMT
modifier
dirkjan
tags
M11
Marketing Strategy and Organization: Building Sustainable Business
Term
creator
dirkjan