Can you name four keys to segmentation?

We all know that segmenting your market can lead to improved marketing effectiveness. Here are four key dimensions to consider when defining your segmentation:

• Identifiable - The segments must be identifiable and exist in the marketplace. The segments should be reasonably stable and unchanging over your media decision timeframe.
• Demand - The segments must differ in the types of demands they make in the category.
• Reachability - To support marketing effectiveness the segments must be reachable through your media.
• Response - The segments should respond differently to different media and messages.

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