One of the criteria for segmenting a market is that the market should be substantial, meaning that a firm should be reasonably certain that its marketing mix can inform consumers about the product, how it adds value to the consumer, and ultimately how to purchase it.

Question

Quizplus · Accepted Answer

The criterion of a market being "substantial" refers to the size, purchasing power, and profitability of the segment being large enough to serve. It's about ensuring the segment is worth targeting, not specifically about the firm's ability to inform consumers about the product.

One of the Criteria for Segmenting a Market Is That