Criteria Necessary For A Market Segment Improves Marketing

The criteria necessary for a market segment reveals what you need to know about your target market in order to develop a successful marketing campaign.

To be successful your marketing must target the people most likely to buy your products or services. These people are your target market.

You need to know who your best potential customers are and the market segments that they belong to. This knowledge enhances your ability to use marketing methods and messages that appeal to your potential customers.

You need to know five criteria necessary for a market segment:

First Criteria Necessary For A Market Segment: Commonality Of People In The Market Segment

Second Criteria Necessary For A Market Segment: Heterogeneity Between Market Segments

Third Criteria Necessary For A Market Segment: Ability To Identify And Count Market Segment Members

Fourth Criteria Necessary For A Market Segment: Ability To Access The People In The Market Segment And Get Them To Take A Desired Action

Fifth Criteria Necessary For A Market Segments: The Numbers of People In The Segment Are Enough To Render A Profit

You need to understand all the criteria necessary for a market segment in order to market effectively. This article explains the first two of these criteria. The remaining three are explained on my blog linked in the resource box.

First Criteria Necessary For A Market Segment: Commonality Of People In The Market Segment

A segment having commonality means that all the people in it have characteristics in common.

For example, generations comprise market segments. Baby Boomers have certain characteristics in common. Generation Xers have certain characteristics in common, but Xers characteristics differ from Boomers'. Marketing to a Boomer the same way that you market to a Generation Xer will fail.

The best market segments are the ones in which people share many of the same characteristics.

Having lots of characteristics in common causes people in a market segment to often buy similar types of services and products. The more characteristics that they have in common, the more successfully you can design marketing to effectively appeal to those characteristics.

Second Criteria Necessary For A Market Segment: Heterogeneity Between Market Segments

For a market segment to exist, the people in the segment have to be different from everybody else in some identifiable ways.

If the people in the market segment are not substantially different from everybody else, you have:

No way to separate the market segment from the rest of the mass market,

No reason to select the market segment as a target market, and

No basis to design a unique marketing mix.

When people in a market segment differ substantially from people not in that segment, it's easier to target those people. Thus, differences between segments is a major criteria necessary for a market segment.

When segments are different, each requires a unique marketing campaign.

Criteria Necessary For A Market Segment: Conclusion And More

When you can identify a market segment that is homogenous within and heterogeneous without, you can develop an effective marketing program.

Even if the people in a segment do share similar characteristics and those characteristics differ from those in other segments, you still need three more criteria for a market segment. (1) There needs to be enough people in the segment (2) to make marketing to them worthwhile. And (3) they must be the type of people who will take your desired actions.

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