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.This means it:
A) has enough special stores,magazines,and other outlets that it will be possible to direct advertisements at this group
B) is large enough to permit a profitable market effort toward its members
C) exhibits a response rate to marketing variables different from the rates of other segments
D) is too large and needs to be reduced to a more easily identifiable and measurable size
E) will be difficult to develop a product to match this group of buyers

Question

Quizplus · Accepted Answer

"Substantiality" in this context means that the segment is large enough to support a profitable marketing effort towards its members. This suggests that the segment of professional women over the age of 35 who are having their first babies is sizeable enough to be a viable target market for the Chickadee brand.

The Marketing Researcher for Chickadee,a Manufacturer of Designer Clothing for Infants