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| − | 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:
| + | Customer Segmentation Criteria |
| − | # '''Substantial''': The segment should result in a '''''substantial size'''''. Cluster the target market in a broad yet comprehensive set of seperate customers groups
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| − | ## As a guidance, try to divide up your market in a maximum of 10 segments.
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| − | # '''Measurable''': The segment should be '''''measurable'''''
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| − | ## As an example: When targetting 'undisciplined, extravagant spenders' it will be difficult to get a contact database...
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| − | # '''Diffentiable:''' The segment should be '''''differentiable''''', meaning that the different segments will respond differently to different elements of the marketing strategy.
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| − | ## Distinghuising large, midsize and small companies is of no use if you all theat them the same.
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| − | # '''Actionable''': The segment should be '''''actionable''''', meaning that it should be to formulate an appropriate marketing strategy for each segment.
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| − | ## If your salesforces does not understand the terminology and implications of the marketing strategy, the segmentation is inadequate
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| − | # '''Unique''': The segmentation strategy should be '''''unique'''''. You must challenge yourself to have a different view of the market than your competitors.
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| − | ## Thinking differently will identify new opportunities sooner.
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| − | # '''Attractive''': depends on:
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| − | ## Size of the segment
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| − | ## Growth rate
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| − | ## Structural attractiveness
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| − | <img src="/static/files/MBI/Module%206/segmentation.PNG" width=400>
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| − | </html>
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| | [[Category:marketing]] | | [[Category:marketing]] |
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Revision as of 19:09, 27 August 2020
Customer Segmentation Criteria
