A marketer needs to be aware of the criteria by which the effectiveness of their segmentation procedures can be assessed. Which of the following is NOT a criterion for evaluating the resulting market segments?

Correct option is A

Perishability is not typically a criterion for evaluating market segments. The key criteria for evaluating the effectiveness of market segmentation include size, measurability, and accessibility, which help ensure the segment is large enough, measurable, and reachable for marketing efforts.
Information Booster:
· Size of the segment: This refers to the market segment being large enough to be profitable for the business.
· Measurability: This involves the ability to measure and quantify the segment’s size and characteristics.
· Accessibility: This criterion ensures the marketer can reach the target segment through appropriate channels.
· Effective segmentation should also ensure that the segments are substantial, identifiable, and reachable with the available resources.
· Perishability refers to the nature of certain products or services that cannot be stored and would be more relevant to industries like food or travel, rather than a market segmentation criterion.
Additional Information:
· (b) Size of the resulting segment: This is a valid criterion as marketers assess whether the segment is large enough to justify investment and resources.
· (c) Measurability: This criterion is crucial as it helps marketers quantify the size and characteristics of a segment to effectively target them.
(d) Accessibility: This is a necessary criterion, ensuring the company can effectively reach and serve the segment through the appropriate channels.