A firm creates a number of segments based on research and applies the five criteria to determine the segments are viable. Then, it will not use some of them.

Question

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A firm may decide not to use some segments after applying the five criteria (measurable, accessible, substantial, differentiable, and actionable) if they do not meet these criteria adequately or if targeting them does not align with the firm's strategic goals.

A Firm Creates a Number of Segments Based on Research