Figure 6-5Steps in Market Segmentation and Targeting for Services

Identify

Bases for

Segmenting

the Market

STEP 1:

Develop

Profiles of

Resulting

Segments

STEP 2:

Develop

Measures

of Segment

Attractive-

ness

STEP 3:

Select the

Target

Segments

STEP4:

Ensure that

Segments

Are

Compatible

STEP 5:

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