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Segmentation, Positioning & Targeting, (Positioning (Positioning…

- - - - FACTORS TO CONSIDER
        
        –firms strategy
        –the attractiveness of the segment
        –the competitive rivalry of the segment
        –the firm’s ability to successfully compete and so on..
    - - EVALUATION CRITERIA
        
        Homogeneous
        Heterogeneous
        Measurable
        Substantial
        Accessible
        Actionable/practical
        Responsive
    - - SEGMENTATION BASES/VARIABLES
        
        a) Geographic Segmentation
        b) Demographic Segmentation
        c) Psychographic Segmentation
        d) Behaviouristic Segmentation