What are the limitations of market segmentation?

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pohnpei397 | College Teacher | (Level 3) Distinguished Educator

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There are a number of limitations of market segmentation that can make the practice impractical in certain instances.  Some of them include:

  • Not all markets can be divided into identifiable segments.  It is not always possible to segment a market based on observable characteristics of the consumers.
  • Segments may not be large enough to be worth targeting.
  • Segments are not always reachable via distinct channels.  If a significant portion of a given segment does not all watch a given TV show or visit a given website, there is no way to reach that segment effectively.
  • Segments may change.  If they do, the effort and resources put into creating a specific marketing plan for a segment will be wasted.