Not every slice of the market makes strategic sense. Review the criteria marketers use to judge whether a segment is worth targeting.
A segment must be large or profitable enough to warrant attention; this is the ______ criterion.
actionable
measurable
accessible
substantial
Substantiality guards against investing in niches that cannot sustain return on marketing spend.
The ability to quantify segment size and purchasing power reflects the ______ criterion.
measurable
durable
reachable
differentiable
If metrics cannot be tracked, planners cannot size opportunity, model share or monitor progress.
If a firm can effectively reach and serve a segment through channels, the segment is considered ______.
homogeneous
elastic
accessible
stable
Accessibility links strategy to execution—media, sales force and distribution must touch the audience.
When two segments react differently to distinct marketing mixes they satisfy the ______ criterion.
differentiable
measurable
internal consistency
profitable
Distinct response ensures that tailoring effort actually yields incremental impact instead of wasted complexity.
Having resources and capabilities to design effective programs addresses the ______ criterion.
substantial
actionable
differentiable
transparent
Even attractive segments may be skipped if the company lacks products, budgets or expertise to serve them.
Segments expected to remain relatively constant over time are said to be ______.
volatile
saturated
expensive
durable
Durability (sometimes called stability) protects ROI by allowing investments to amortise across multiple periods.
If segment membership overlaps so buyers fall into two groups, the ______ criterion has failed.
accessibility
mutual exclusivity
durability
measurability
Clear boundaries avoid confusion in targeting, reporting and channel attribution.
Ensuring CRM systems can tag segment membership checks the ______ criterion.
operational
differentiable
substantial
elastic
Operational practicality bridges insight to execution by embedding segment codes in data flows.
Data‑privacy rules that block outreach mean the segment is not ______.
measurable
differentiable
accessible
durable
Regulatory barriers can break access even when media reach technically exists, undermining feasibility.
A start‑up focusing on a niche that perfectly fits its unique tech is applying the ______ criterion.
actionable
durable
measurable
substantial
Actionability matches internal strengths with external opportunity, guiding realistic go‑to‑market choices.
Starter
Keep exploring the fundamentals.
Solid
Great job—refine the finer points and you’ll lead the pack.
Expert!
You’ve mastered this segmentation concept—apply it boldly.
