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When we say that segmentation requires that it is homogenous within it simply means that responses to the marketing mix, targeted quite particularly, should be similar. This also suggests that the criterion behooves similar segmenting divisions in order to better zero in on one’s target. Of course, customers in different segments should be heterogeneous to one another and have different responses to one’s marketing mix and different segmenting division; quite obviously...
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When we say that segmentation requires that it is homogenous within it simply means that responses to the marketing mix, targeted quite particularly, should be similar. This also suggests that the criterion behooves similar segmenting divisions in order to better zero in on one’s target. Of course, customers in different segments should be heterogeneous to one another and have different responses to one’s marketing mix and different segmenting division; quite obviously...
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