The challenge marketers face is to select one or more segments to target with an appropriate marketing mix. To be an effective target, a market segment should be:
A) identifiable, growing, reachable and congruent with ethnic and cultural groups in society.
B) identifiable, sizeable, stable or growing, accessible and congruent with the marketer's objectives and resources.
C) sizeable, stable or growing, accessible and congruent with ethnic and cultural groups in society.
D) identifiable, sizeable, accessible and congruent with the marketer's objectives and resources.

Question

Quizplus · Accepted Answer

The most effective target market segment should be identifiable, sizeable, stable or growing, accessible, and congruent with the marketer's objectives and resources. Identifiable means that the segment can be distinguished from others, sizeable means the segment is large enough to be profitable, stable or growing means the segment will continue to exist or grow, accessible means the segment can be reached effectively, and congruent means the segment fits with the marketer's objectives and resources. Option B covers all of these criteria.

The Challenge Marketers Face Is to Select One or More