Although an estimated 24 million left-handed individuals live in the United States, most marketers do not target them because census data on this demographic is scarce. Consequently, this segment fails to meet one criterion for effective market segmentation. Which principle applies best here ?
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Answer: D. measurable
Explanation
Measurability requires that the size and purchasing power of a segment be identified. Without reliable data, marketers cannot determine if a segment is worth targeting effectively. Census data is the standard tool for measuring the size of consumer segments. Market segmentation involves dividing a broad market into smaller groups of consumers. Effective segments must be measurable, substantial, accessible, differentiable, and actionable for marketers. Census data provides the demographic information needed to quantify and analyze market segments.
Marketers use segmentation to tailor their products and messages to specific consumer needs. Failing to meet these criteria makes a segment impractical for focused marketing campaigns. Data availability is a major constraint in identifying and targeting niche consumer groups. Actionable means the firm can design programs to attract and serve the segment. Substantial means the segment is large enough to be profitable for the firm. Differentiable means the segment responds differently to different marketing mix elements and programs.
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