Which condition is essential for a market segment to be useful to a marketer?
Correct answer: B. It must be measurable and reachable
- A. It must contain only existing customers
- B. It must be measurable and reachable
- C. It must have identical purchasing habits
- D. It must respond to every promotion
Explanation
A useful segment can be measured in size and characteristics and reached through suitable marketing programmes. A segment does not need to contain only current customers or respond identically to every promotion.
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Marketing covers how organisations identify customer needs, create value and exchange products or services through suitable markets. Key concepts include market segmentation, targeting, positioning, consumer behaviour, the marketing mix of product, price, place and promotion, branding, product life cycle and differences between marketing and selling.
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