| In order for segmentation to be viable there are
some criteria that the selected groups must comply with. A segment
needs to be identifiable and measurable. Marketers should be able
to distinguish those who fit in the segment and those who don°t.
A segment needs to have a distinctive identity that makes it
different from the rest as well as visible elements that make
it measurable. For instance marketing research could help a company
identify different segments according to the type of holidays
consumers of a certain age aspire to take. Sometimes, as the Marketing
Manager at Marwell Zoo has found, it is difficult to find your
core customers.
 |
| Heather
Moore, Marketing and Promotions Officer
Marwell Zoo, Hampshire |
|
 |
A segment has to be accessible. That means that reaching individuals
within the segment should be economically sustainable. If an exclusive
club in Barbados, for example, The Sandy Lane wanted to target
up-and-coming executives around the world, they could easily find
that reaching this market would be extremely costly.
A segment has to be substantial. That is, it must be large enough
to justify a separate marketing programme. When considering whether
or not there is a profitable segment, a company should take into
account the segment°s purchasing power. While the prospect of
opening a Hard Rock Cafe in Cuzco, Peru, would be interesting,
those with disposable income are so few, that the venture would
not be cost-effective.
A segment has to be responsive. A hotel is planning to invest
a substantial amount of money in targeting environment-friendly
consumers, however if it is foreseen that the segment will not
respond favourably to the marketing programs designed for them,
then the market is said to be not responsive and the effort not
worth undertaking.
|
