There are five criteria for effective marketing segmentation: 1) identifiable, 2) measurable, 3) substantial, 4) accessible, and 5) responsive. Which of the following segmentation variables best meets the "substantial" criterion?
A) Members of the segment typically vote democrat.
B) The segment represents $100 million in potential revenue and requires a roughly $10 million investment into the marketing mix.
C) All members of the segment are active on popular social media.
D) The segment represents approximately 200 million people.

Question

Quizplus · Accepted Answer

The "substantial" criterion refers to the size of the segment being large enough to be profitable. Option B, indicating a segment with $100 million in potential revenue against a $10 million marketing mix investment, directly addresses the profitability and substantial size of the segment, making it the best fit for this criterion.

There Are Five Criteria for Effective Marketing Segmentation: 1) Identifiable