In assessing the effectiveness of a market segmentation approach, differential response is the extent to which marketers are capable of designing programs that can effectively serve the market segment.

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Differential response is the extent to which market segments are easy to distinguish from each other and respond differently to company marketing strategies. If consumers are similar and/or have identical preferences-and this is hardly ever the case-there is no need for target marketing.

In Assessing the Effectiveness of a Market Segmentation Approach, Differential