When the size and purchasing power of a target segment can be determined, the segment is ________.
A) measurable
B) accessible
C) substantial
D) differentiable
E) profitable

Question

Quizplus · Accepted Answer

Measurable segments are those that can be quantified in terms of size and purchasing power. This enables marketers to determine the potential revenue that can be generated from the segment and to identify which marketing efforts would be most effective in reaching and appealing to the segment. Accessible segments can be reached through marketing efforts, substantial segments are large enough to be economically viable, differentiable segments have unique needs and characteristics that set them apart from other segments, and profitable segments are those that are able to generate revenue that exceeds the costs associated with targeting them. While all of these characteristics are important for effective segmentation, the ability to measure a segment's size and purchasing power is a foundational element that underpins all other aspects of segmentation strategy.

When the Size and Purchasing Power of a Target Segment