■ Profi tability: The segment should be suffi ciently large to provide scope for marketers to earn profi t,
because the segments are worth targeting separately only when marketers can capitalize on these
differences.
■ Potentiality: The segment must have a growth potential to generate required returns over time;
otherwise, why bother separating consumers into different segments.
■ Differentiability: It must be distinctly separate from other segments and should respond differently
to various marketing mix programmes adopted by the marketers.
■ Sustainability: The segment must provide stable demand for the forecast period and allow marketers
to take decisions that suit best to the customers of that ...
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