The substantiality criterion is met if the segmentation variables help to identify seg- ments of sufficient potential sizes, which justify the time, effort and costs involved in planning specifically for them. Obviously, su bstantiality is closely connected to the marketing goals and cost structure of the company in question. The stability criterion demands for segmentation variables which bring out segments stable at least for a period long enough for identification of the segments, implement a- tion of the segmented marketing activities, and the production of results. Actionability focuses on whether the identified segments and the marketing mixes necessary to.
