You and a friend are studying for a Marketing midterm, and she says, "I don't get why measurable is a separate criterion for marketing segments. I don't see any difference between "measurable" and "substantial." How should you explain the difference so she that can respond if this is a question asked in the exam?
A) They are related concepts, but since each of the five criteria correspond to the 5 Ps, the criteria are phrased differently.
B) Measurable is concerned with size of segments, and substantial deals with issues such as how many customers are in a segment.
C) Measurable is more objective, counting things for example, and substantial is variable, such as size of the company which would be different for small and large firms.
D) Measurable is active, derived from the verb measure, but substantial is a more passive description.

Question

Quizplus · Accepted Answer

Measurable refers to the ability to quantify the elements of a market segment, such as its size or purchasing power, in objective terms. Substantial, on the other hand, relates to whether a segment is large or profitable enough to serve, which can vary depending on the company's resources and objectives.

You and a Friend Are Studying for a Marketing Midterm