The market segmentation evaluation criteria
After constructing a set of market segments in the STP process, the market segments are then subject to evaluation against a set criteria.
This is a checkpoint stage in the STP process. Its goal is to ensure that the segments meet basic requirements and guidelines for usable segments.
Main Evaluation Criteria for Market Segments
Homogeneous
Means that consumers in the segment should be similar (in regards to their needs or behavior)
Heterogeneous
Means that each segment of consumers should be relatively unique in the market (each segment should be distinct)
Measurable
Data should be available to measure the segment
Substantial
The segment should be large enough for the firm (in terms of sales and profits), to justify it as a target market
Accessible
The segment should be reachable through distribution channels and media
Actionable/practical
The firm needs to be able to implement a distinctive offering to the potential target market
Responsive
Each segment should respond better to a distinct marketing mix, as opposed to a mass-market (generic) marketing approach
