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Question
The marketing researcher for Pooch Party, a manufacturer of toys for dogs, has noticed an increased trend in pet owners dressing their dogs in clothing. The researcher thinks there is a market for designer clothing for small and medium-sized dogs, but he's not sure if the segment is substantial. In this case, substantiality means the segment:a. has enough special stores, magazines, and other outlets that it will be possible to direct advertisements at this group
b. is large enough to permit a profitable market effort toward its members
c. exhibits a response rate to marketing variables different from the rates of other segments
d. is too large and needs to be reduced to a more easily identifiable and measurable size
e. will be difficult to develop a product to match this group of buyers
Answer
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