Six criteria determine the efficiency and economic viability of a segment solution:
1
Identifiability
Consumers can be identified on the basis of easily measurable variables.
2
Substantiality
Segments must be large enough to amortize investments.
3
Accessibility
Targeted communication or targeted use of the marketing mix is possible.
4
Stability
… over the period of planning, implementation and effect of segment-specific measures.
5
Behavioral relevance
Uniform response to segment-specific measures (e.g. price change).
6
Actionability
Meaningful and helpful in formulating the marketing mix.
