Which of the following criteria should a marketing manager use when segmenting a broad product-market?
A) The segments should be substantial--big enough to be profitable--and operational--useful for identifying customers and deciding on marketing mix variables.
B) The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
C) The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
D) All of the above.
E) Only A and B above.

Question

Quizplus · Accepted Answer

All the criteria listed are important for effective market segmentation: segments should be substantial and operational, homogeneous within segments, and heterogeneous between segments.

Which of the Following Criteria Should a Marketing Manager Use