MKTG 396 6.2 Evaluate Segment Attractiveness

An evaluation of segment attractiveness

The 3rd step of the segmentation process(Targeting Phase) is evaluating the () of the various target segments

Attractiveness

The first category of identifying segment attractiveness is to () which consumers are in their target market to develop products for.

Identify

Segments shouldn’t have too much () between each other, since that means different marketing strategies aren’t necessary to fit both segments needs.

Overlap

The 2nd step of identifying segment attractiveness is to determine if the product can () consumers via advertising and product distribution. After all, a product which consumers don’t know about or can’t buy is basically no product.

Reach

The 3rd step of identifying segment attractiveness is knowing if consumers will () similarly and positively to the product.

Respond

The 4th step of identifying segment attractiveness is whether or not the product is () and () to make.

Sustainable, Profitable