Criteria Necessary For A Market Segment Improves Marketing
Linda P. Morton
Knowing the five criteria necessary for a market segment helps you, as a small business owner, to improve your marketing.
Every successful marketing campaign targets a specific group of people. These are the people most likely to become your customers. They comprise your target market.
After identifying your target market by segments. Then you can design your marketing tactics specifically to meet their needs and preferences.
The five criteria necessary for a market segment are:
First Criteria Necessary For A Market Segment: Homogeneity Within The Market Segment
Second Criteria Necessary For A Market Segment: Differences Between People In The Market Segment And Other People
Third Criteria Necessary For A Market Segment: Ability To Identify And Count Market Segment Members
Fourth Criteria Necessary For A Market Segment: Ability To Access The People In The Market Segment And Get Them To Take A Desired Action
Fifth Criteria Necessary For A Market Segments: Ability To Make A Profit
Knowing all the criteria necessary for a market segment will improve your marketing. You can learn about the first two in this article and go to my blog to learn about the remaining three.
First Criteria Necessary For A Market Segment: People In The Market Segment Share Similar Characteristics
Homogeneity refers to a sameness or similarity of members within a market segment.
For instance, social classes comprise market segments. The working class share common characteristics. Middle class members share characteristics. However, the two classes' characteristics are different. If you try to market to the both the same, your marketing will fail with one or both.
The best market segments are the ones in which people share many of the same characteristics.
Having lots of characteristics in common causes people in a market segment to often buy similar types of services and products. The more characteristics that they have in common, the more successfully you can design marketing to effectively appeal to those characteristics.
Second Criteria Necessary For A Market Segment: Differences Between People In The Market Segment And Other People
Heterogeneity refers to how members of the market segment differ from people who are not in the market segment.
If there are no significant differences between the people in the market segment and the mass market, you have:
No way to separate the market segment from the rest of the mass market,
No reason to select the market segment as a target market, and
No foundation to develop a marketing campaign.
If there are no important differences between people in different segments, there is no foundation for target marketing. So having segments differ from one another is another criteria necessary for a market segment.
Thus, each market segment requires different marketing strategies and tactics than others in the mass market.
Criteria Necessary For A Market Segment: Summary With More Access
If you identify a market segment in which the people have lots in common, but are quite different from people in other market segments, you have the beginning of a successful marketing campaign.
Still you need to assure that you can determine how many people are in the segment and if there are enough of them for a good return on your marketing investment. You also should know that they will take actions like joining your list or buying your product.
About the Author:
|
