The marketing researcher for Chickadee,a manufacturer of designer clothing for infants and toddlers,has submitted a report on potential segments for expansion of its marketing efforts.She noted an increase of professional women over the age of 35 who are leaving their jobs to have their first babies.She described this segment as having substantiality.What does this mean?
A)The segment has enough special stores,magazines,and other outlets that it will be possible to direct advertisements at this group.
B)The segment is large enough to permit a profitable market effort toward its members.
C)The segment exhibits a response rate to marketing variables different from the rates of other segments.
D)The segment is too large and needs to be reduced to a more easily identifiable and measurable size.

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 Chickadee,a Manufacturer of Designer Clothing for Infants