• Market Segmentation
• The Need for Market Segmentation
• Requirements of Market Segments
• Bases for Segmentation in Consumer Markets
• Geographic Segmentation
• Demographic Segmentation
• Psychographic Segmentation
• Behavioralistic Segmentation
• Bases for Segmentation in Industrial Markets

Requirements of Market Segments

In addition to having different needs, for segments to be practical they should be evaluated against the following criteria:

• Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified.
• Accessible: the segments must be reachable through communication and distribution channels.
• Substantial: the segments should be sufficiently large to justify the resources required to target them.
• Unique needs: to justify separate offerings, the segments must respond differently to the different marketing mixes.
• Durable: the segments should be relatively stable to minimize the cost of frequent changes.

A good market segmentation will result in segment members that are internally homogenous and externally heterogeneous; that is, as similar as possible within the segment, and as different as possible between segments. <\p>