Which of the following criteria should a marketing manager use when segmenting a broad product-market?
A) The segments should be substantial-big enough to be profitable-and operational-useful for identifying customers and deciding on marketing mix variables.
B) The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
C) The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
D) All of these criteria would be useful.

Question

Quizplus · Accepted Answer

Each of the criteria listed is important for effective market segmentation. A) emphasizes the need for segments to be both substantial and operational, ensuring that they are large enough to be profitable and can be effectively targeted. B) highlights the importance of homogeneity within segments, meaning that customers within a segment should have similar needs and responses to the marketing mix. C) underscores the need for heterogeneity between segments, ensuring that each segment is distinct from others in terms of needs and responses. Together, these criteria ensure that segments are effectively defined, targeted, and served.

Which of the Following Criteria Should a Marketing Manager Use