To develop a successful segmentation scheme,marketers gather data about the population within specific geographic boundaries,the number of people in various age categories,and other social and demographic characteristics.This example describes which of the four basic criteria used to develop useful segment schemes?
A) Sustainability
B) Identifiability and measurability
C) Responsiveness
D) Accessibility

Question

Quizplus · Accepted Answer

Identifiability and measurability refer to the ability to identify and measure the characteristics of the segments, such as demographic data, which is what the example describes.

To Develop a Successful Segmentation Scheme,marketers Gather Data About the Population