Question

Three important criteria on which to base a segmentation strategy decision are that a viable segment must be:

Group of answer choices

a. continual, presentable, and restricted.

b. measurable, meaningful, and marketable.

c. political, cultural, and assured.

d. prestigious, non-deceptive, and demographic.

Answer 1

A viable segmentation strategy should focus on segments that are measurable, meaningful, and marketable, ensuring effectiveness in targeting and serving the market.

Step-by-step explanation:

The criteria on which to base a segmentation strategy are important to ensure that each segment can be effectively targeted and served. When deciding on a segmentation strategy, it is vital that a segment is measurable, meaningful, and marketable.

• Measurable implies that we can quantify the characteristics of the segment, such as the size and purchasing power of consumers.
• Meaningful indicates that the segment has characteristics that are relevant to the product or service being offered, and that it can respond to targeted marketing efforts.
• Marketable ensures that there is a way to reach the segment with promotional and sales efforts effectively.

The segment must also align with SMART goals, being Specific, Measurable, Achievable, Relevant, and Time-bound.