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MKT271_Chapter 6_T2

Horizontales
The market segments are large or profitable enough to serve
Segmentation via social class, lifesytle, personality
Dividing a market into distinct groups of buyers with different needs
Differentiating the Market to create superior customer value
Segmentation using nations, states, counties, cities, climate, etc.
Verticales
The market segments can be effectively reached and served
The size, purchasing power, and profiles of the segments can be measured
The segments are conceptually distinguishable
Evaluating each market segment's attractiveness and selecting one or more segments to serve
Segmentation via occassions, benefits, user status, usage rate, loyalty status
Effective programs can be designed for attracting and serving the segments.
Segmentation via age, life-cycle stages, gender, income, occupation, education, etc.
Arranging for a market offering to occupy a clear, distinctive and desireable place relative to competing products in the minds of target consumers