DCS Corporation makes barbecue grills.It has expanded into high-priced,multipurpose barbecues for people who want to be able to cook all their food outside.Facing little competition,DCS designed an excellent line of specialty barbecues,had good distribution,used effective promotion with this market,and within four years had a respectable market share.Yet financial losses every year have caused DCS to drop this line.What might this market segment,relative to the resources devoted to it,have lacked?
A)reliability
B)identifiability and measurability
C)substantiality
D)accessibility

Question

Quizplus · Accepted Answer

Substantiality means the selected segment is large enough to warrant developing and maintaining a special marketing mix.Serving the specific needs of this segment must be commercially viable.Based on four years of losses,this one apparently was not.

DCS Corporation Makes Barbecue Grills