Which of the Following Criteria Should a Marketing Manager Use

Multiple Choice

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

A) The segments should be operational--i.e., only quantitative dimensions are useful.
B) The people in different segments should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
C) The people within a market segment should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
D) The market segments should be substantial--i.e., big enough to minimize the firm's costs.
E) All of the above.