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Consle Consle
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6 years ago
What are the characteristics of a viable market segment?
Textbook 
Integrated Advertising, Promotion, and Marketing Communications

Integrated Advertising, Promotion, and Marketing Communications


Edition: 8th
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6 years ago
1.    The individuals within the segment should be similar, i.e., homogeneous.
2.    The segment should differ from the population as a whole.
3.    The segment must be large enough to be financially viable when targeted by a separate marketing campaign.
4.    The segment must be reachable through some type of media or marketing communications method.
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