Measurable, Accessible, Substantial, Differentiable and Actionable are the five requirements for a segmentation exercise to be successful. Describe each characteristic features.
Measurable: can measure group's size, purchasing power, and profiles
Accessible: Effectively reached and served
Substantial: Profitable enough to warrant marketing efforts
Differentiable: Distinguishable and responsive to targeted approaches
Actionable: effective programs can be designed for each segment
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Principles of Marketing
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