Shaq fitting in a Buick Car

Today we talked about four requirements for effective segmentation; to be specific, market segments must have the following characteristics to be useful: measurability, accessibility, substantiality, and actionability. With respect to substantiality, I explained that a segment must be the 'largest' possible homogenous group economically feasible to serve and launch an effective marketing program. I also added that it would not be feasible (and not profitable) to develop cars exclusively for those who are extremely tall. Interestingly, Graham Dietz sent me a link to this commercial after class. Shaq O'Neal endorses a Buick LaCrosse saying that he even fits in this car :)