Jim Needed to Reduce the Number of Segments He Had

Multiple Choice

Jim needed to reduce the number of segments he had identified as his firm had limited resources and wanted to concentrate its efforts. In addition to looking at how attractive a segment appeared to be, he also needed to consider whether the segment was

A) consistent with the firm's goals and objectives.
B) supported by quantitative research.
C) consistent with the firm's communications plan to reach them.
D) being dominated by a competitor.