For a segment to be measurable,the firm must be able to measure its:
A)homogeneous preferences.
B)size and characteristics.
C)postpurchase satisfaction.
D)potential for test marketing.

Question

Quizplus · Accepted Answer

A segment must be measurable in terms of size and characteristics to be effectively targeted by the firm. While measuring homogeneous preferences and post-purchase satisfaction may be useful, they are not necessary for determining the size and characteristics of a segment. Potential for test marketing is also not directly related to the measurability of a segment.

For a Segment to Be Measurable,the Firm Must Be Able