In class, we noted that promotion is communication, and we linked this back to our ideas of a "good" market segment. Which characteristic of a good segment is linked to promotion?
a. The segment must be large
b. The segment must respond differently to our marketing mix
c. The segment must have adequate money to make the purchase
D. THE SEGMENT MUST BE "REACHABLE"
e. The segment must have the "authority" to buy our product or service
Answer: D