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Segment Dimensions

6 May, 2015 - 11:47

The dimensions of a segment also indicate the potential profitability and attractiveness of the segment.

The Segment Dimensions impact on marketing mix decisions, a knowledge of the the needs and wants, and how potential customers within a segment define value, allows for considered development of the product, its distribution, advertising and pricing.

  • Demographics = Affects consumer needs
  • Geographic Location = Affects size of market
  • Behavior and Consumption Patterns = Affects product and promotion variables
  • Urgency of Satisfaction = Affects Place and Price variables