"Good" market segments should be homogeneous (similar) within, heterogeneous (different) between, substantial, and operational.
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Q29: When segmenting markets, one should look at
Q30: Planning Place and Promotion elements of a
Q31: "Good" market segments should be heterogeneous within
Q32: Cost considerations usually favor more aggregating and
Q33: Dimensions that should be looked at when
Q35: Segmenting a broad product-market usually requires using
Q36: A profit-oriented firm will usually want to
Q37: Making a very specific marketing mix for
Q38: A "substantial" market segment is one which
Q39: Saying that a market segment is "substantial"
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