As per Kotler (2003) segments must be
A) measurable.
B) accessible.
C) differentiable.
D) All of the options given are correct.

Question

Quizplus · Accepted Answer

All of the options given (measurable, accessible, and differentiable) must be considered when identifying market segments according to Kotler (2003). Measurability refers to the ability to quantify the size and characteristics of the segment, accessibility refers to the ability to effectively reach and communicate with the segment, and differentiability refers to the segment being distinct enough for marketing initiatives to be tailored to their specific needs and attributes. According to Kotler (2003) segments must be accessible, measurable, differentiable, substantial, and actionable.

As Per Kotler (2003) Segments Must Be