08场营销战略场细分与目标场.ppt

31 ? Size, purchasing power , profiles of segments can be measured. ? Segments can be effectively reached and served. ? Segments are large or profitable enough to serve. ? Segments must respond differently to different marketing mix elements programs. ? Segments must be stable over time. ? Effective programs can be designed to attract and serve the segments. Criteria for Effective Segmentation Measurable Accessible Substantial Differential Durable Actionable 32 Market-product grid showing how different Reebok shoes reach segments of customers 33 How to Segment Mark