Which of the Following Criteria Should a Marketing Manager Use

question 200

Multiple Choice

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 these answers are correct.

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