Marketing

It is a sub-group of a total consumer market that shares similar characteristics and needs relevant to the purchase and availment of a product.

Answer explanation

market segmentation

segment can be located and identified

Answer explanation

identifiable

the consumers share specific qualities common to all

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cohesive

the marketer can estimate the size and potential spending/earnings from the members of the segment

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measurable

can be reached with promotional activities

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accessible

should be large enough to make a significant impact to the company's "bottom-line"

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substantial

the company has enough resources and commitment to effectively penetrate or reach the market and ensure positioning

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actionable

volume, growth rate, (high) profit margin

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market size

potential impact is segment (not saturated)

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attractiveness

main reasons for its decision- making

Answer explanation

company objectives and availability of resources