Evaluate segment attrativeness

Question 1

Evaluate attractiveness

Answer 1

identifiable
Who is within the market, don’t overlap segmentation

Reachable
Persuasive communication and product distribution

Responsive
C Reacts similarly and positive to the offer

Substantial and profitable
measure the size and growth potential

Question 2

Segment profitability

Answer 2

Segment zize Ss
Segment adoption % Sa
Purchase behavior Pb
Profit margin percentage Pm% 
Fixed Cost

Seg. Profitability = (SsSaPb*Pm%) - Fc