Final answer:
True, market segments must be measurable to be useful as this allows businesses to quantify aspects of a segment and tailor their marketing strategies accordingly. Measurements in this context indicate the ability to assess the size, purchasing power, and profiles of the segments.
Step-by-step explanation:
True, to be useful, market segments must indeed be measurable. This is because businesses need to be able to quantify aspects such as the size and purchasing power of a segment to tailor their marketing strategies effectively. Market segmentation allows companies to target specific groups of consumers who are likely to be interested in their products or services, making the marketing efforts more efficient and effective. Therefore, for a market segment to be actionable, it needs to be measurable, accessible, substantial, differentiable, and actionable. These criteria are often referred to as the segmentation criteria or target market criteria.
A reliable measure refers to the consistency of a measurement over time, meaning if the measurement is repeated under the same conditions, it will yield similar results. However, in the context of market segmentation, the phrase 'measurable' focuses on whether one can assess or determine the size, purchasing power, and profiles of the segments using available data.