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Question
The marketing manager of Gevala gourmet coffees wants to target the gay male consumer because he thinks this segment of consumers appreciates and consumes gourmet coffee. Even though gay lifestyles are becoming more accepted socially, the manager is finding it difficult to determine the market potential for this segment because many gay consumers are not willing to admit their lifestyle publicly. Which criterion of a useful segment does this illustrate?a. substantiality
b. identifiability and measurability
c. complexity
d. responsiveness
e. validity
Answer
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