The marketing researcher for Pooch Party,a manufacturer of toys for dogs,has noticed an increased trend in pet owners dressing their dogs in clothing. The researcher thinks there is a market for designer clothing for small and medium-sized dogs,but he's not sure if the segment is substantial. In this case,substantiality means the segment:
A) has enough special stores, magazines, and other outlets that it will be possible to direct advertisements at this group
B) is large enough to permit a profitable market effort toward its members
C) exhibits a response rate to marketing variables different from the rates of other segments
D) is too large and needs to be reduced to a more easily identifiable and measurable size
E) will be difficult to develop a product to match this group of buyers

Question

Quizplus · Accepted Answer

Substantiality means the selected segment will be large enough to warrant developing and maintaining a special marketing mix.Serving the specific needs of this segment must be commercially viable,even if the number of potential customers is small.

The Marketing Researcher for Pooch Party,a Manufacturer of Toys for Dogs,has