SEL4 - Market Knowledge Part 3 of 4 - Criteria for Segments - Targeting-SEL4---Market-Knowledge-Part-3-of-4---Criteria-for-Segments---Targeting

SEL4---Market-Knowledge-Part-3-of-4---Criteria-for-Segments---Targeting

Video Transcription

Video Summary

The transcript explains criteria for effective market segmentation: segments must be measurable, accessible, substantial, and differentiated. It then moves to targeting, saying companies should rank segments by attractiveness using factors like growth, profitability, and current share of customer spending, ideally with objective scoring and input from multiple decision makers. It notes that the most attractive segments are often also targeted by competitors, so targeting must lead to positioning. The transcript also warns against overreliance on a few large customers in B2B markets, emphasizing the value of a balanced customer portfolio.

Keywords

market segmentation

targeting strategy

segment attractiveness

customer portfolio

positioning