Assess the selected segments for manageability

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This approach allows not only to identify segments based on socio-demographic factors, but vp administration email list also to narrow the audience depending on the needs within the group.

The corporate segment takes a different approach and focuses on:

by company size, industry and location;

technologies, consumer capacity and the tendency to use similar products;

procurement policy: centralized, decentralized;

influence of external and internal factors on procurement;

specific characteristics of the buyer.

Thus, segments in business are identified based on a number of criteria, the purpose of which is to ensure a successful sales strategy for a product or service.

Stages of segmentation
After defining the key criteria, the following segmentation stages need to be identified:




Prioritize them based on attractiveness and alignment with company goals.

Determine the number of market segments the business can serve.

To assess how correctly the segments have been identified, the following criteria are used:

Measurability: Potential capacity, profitability and other characteristics must be measurable.

Materiality: the selected group is as homogeneous as possible.

Reachability: The segment can be used to build communication and interaction.

Key differences: the presence of clear differences in reactions and behavior. For example, if married and unmarried women react to perfume in the same way, there is no point in separating them into different segments.