• Risk-bearing capability: Every segment poses risk but the degree of risk involved varies with
the segments. Before defi ning a segment, the marketer should forecast the risk involved in that
segment in terms of the possibility of new entrants or substitutes.
■Segment-related factors: Besides the organizational factors, some other factors related to the
features of segments also have infl uence on determining the bases of segmentation. The following
are those factors:
• Pattern of demand: A product may have a short span of life in one segment but may last in
another segment for a long period. Marketers must have a clear idea about the sustainability of
demand for a product. Accordingly ...
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