To be useful, market segments must rate favourably on five key criteria. In the ________ criterion, effective programs can be formulated for attracting and serving the segments.
A) actionable
B) accessible
C) measurable
D) differentiable
E) substantial

Question

Quizplus · Accepted Answer

The actionable criterion refers to the segments being responsive to marketing efforts, and effective programs being able to be formulated to attract and serve them. This is the only criterion that directly relates to the ability to create marketing programs for the segments. The other criteria (accessible, measurable, differentiable, substantial) are important for segmenting markets but do not necessarily guarantee effective marketing programs.

To Be Useful, Market Segments Must Rate Favourably on Five