To be useful, a segmentation scheme must produce segments that meet four basic criteria. What are they?
A)accessibility, sustainability, reliability, and homogeneousness
B)tangibility, flexibility, causality, and accessibility
C)substantiality, measurability, accessibility, and responsiveness
D)reliability, consistency, tangibility, and accessibility

Question

Quizplus · Accepted Answer

The four basic criteria that a segmentation scheme must meet are substantiality (segments must be large enough to be profitable), measurability (segments must be identifiable and their size and purchasing power measurable), accessibility (segments must be reachable and served with appropriate marketing mix), and responsiveness (segments must respond differently to different marketing mixes). Option C includes all four of these criteria, making it the best choice. Options A, B, and D do not include all four of the required criteria.

To Be Useful, a Segmentation Scheme Must Produce Segments That