The segmentation requirements of direct marketing are similar to those of general marketing.
They are
Substantiality – relative size of a particular segment
Differential response – whether a target market has a higher propensity to buy
Identification – about being able to quantify the existence of target markets and to use that statistical information as the basis for managing a marketing program.
Stability – indicates whether target segments are relatively stable overtime
Accessible - target market segments are efficiently reachable through one or more media that best communicate a direct marketer’s offer.
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