A "good" market segment should be composed of people who are as homogeneous as possible with respect to their likely responses to marketing mix variables.

Question

Quizplus · Accepted Answer

A homogeneous market segment is more likely to have similar needs and preferences and therefore have similar responses to marketing mix variables. This makes it easier for marketers to design and implement effective marketing strategies to target that segment.

A "Good" Market Segment Should Be Composed of People Who