Factors that influence the decision as to how far the segmentation process should go include:

Question

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All of the factors listed (accessibility, funds, media availability, and sales force ability) can impact how far a company should go in the segmentation process. For example, if a segment is not accessible or a company does not have enough funds to develop an effective advertising campaign, it may not be worthwhile to pursue further segmentation. Similarly, if there is no media available to reach a particular segment or the sales force does not have the ability to reach them, it may not make sense to segment that market. Therefore, all of these factors should be taken into consideration when deciding how far to go in the segmentation process.

Factors That Influence the Decision as to How Far the Segmentation