MANAGEMENT

Detailed explanation-1: -Measurable-Size, purchasing power, profiles of segments can be measured. Accessible-Segments must be effectively reached and served. Substantial-Segments must be large or profitable enough to serve. Differential-Segments must respond differently to different marketing mix elements & actions.

Detailed explanation-2: -Measurable means that segmentation variables must be related to the purchase of a product or service. Therefore, it requires an understanding of how much each segment will spend – and when. For example, one segment may buy regardless of the time of year or price, while another may only shop during a promotion or sale.

Detailed explanation-3: -You can evaluate the market potential of a segment by looking at the number of potential customers in the segment, their income and the number of people in the segment who need the kind of product you offer.