Which of the following criteria should a marketing manager use when segmenting a broad product-market?
A. The market segments should be substantial-i.e., big enough to minimize the firm's costs.
B. The segments should be operational-i.e., only quantitative dimensions are useful.
C. The market should always be homogenous in nature.
D. The people within a market segment should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
E. The people in different segments should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
Answer: E
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