3.3 Criteria for effective targeting of market segments

Identification: To divide the market into separate segments on the basis of a series of common or shared needs or characteristics that are relevant to the product or service that the marketer must be able to identify.

Sufficiency: For a market segment to be a worthwhile target, it must consist of a sufficient number of people to warrant tailoring a product or promotional campaign to its specific needs or interests.

Stability: Most marketers prefer to target consumer segments that are relatively stable in terms of demographic and psychological factors and needs that are likely to grow larger over time.

Accessibility: Marketers must be able to reach the market segments they want to target in an economical way. Marketers are constantly looking for new media that will enable them to reach their target markets with a minimum waste of circulation and competition. Nowadays this can be done through the internet.