There are five criteria for effective marketing segmentation: 1) identifiable, 2) measurable, 3) substantial, 4) accessible, and 5) responsive. Which of the following segmentation variables best meets the "accessible" criterion?
A) Members of the segment typically vote democrat.
B) The segment represents $100 million in potential revenue and requires a roughly $10 million investment into the marketing mix.
C) All members of the segment are active on popular social media and the Company primarily advertises on social media.
D) The segment represents approximately 200 million people.

Question

Quizplus · Accepted Answer

The "accessible" criterion refers to the ability of a company to effectively reach and serve the segment. Since all members of the segment in option C are active on popular social media platforms, and the company primarily advertises on social media, this segment is the most accessible for the company's marketing efforts.

There Are Five Criteria for Effective Marketing Segmentation: 1) Identifiable