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• Selecting a • Focusing
well-defined marketing
group of resources on
potentially acquiring,
profitable developing,
customers. • Developing a and retaining
distinctive profitable
value customers.
proposition.
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Five Criteria for Evaluating Potential
Market Segments
1. Measurability
2. Accessibility
3. Substantiality
4. Compatibility
5. Responsiveness
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Technological Environment Assessment
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Segmentation Benefits
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Bases for Segmenting Business Markets
• Macrosegmentation.
• Microsegmentation.
Developed by Cool Pictures and MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Selected Macrolevel Bases of Segmentation
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Meaningful Microsegments
Developed by Cool Pictures and MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
An Approach to
Segmentation of
Business Markets
Developed by Cool Pictures and MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.