marketing of higher quality wines.
g. Marketing factors, such as price and price deals, product quality, and service. Product quality is an appropriate basis for beer market segmentation. Both product quality and price are used in wine market segmentation.
The conditions which must exist before effective marketing segmentation may be accomplished are measurability, accessibility, and substantiality. Accessibility refers to the degree to which a marketing organization can effectively reach a specific target market, while substantiality refers to the size and potential profitability of a specific target market. Measurability refers to the degree of accuracy to which required factors related to a specific target market may be measured and to the cost involved in the accomplishment of such measurement.
The factor areas in which measurement must be accomplished are market demand and market potential. From the measured market demand and market potential, the demand and potential for the marketing organization must be developed.
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