Question: 3 It must be substantial. The segment should be large enough to be worth targeting. Obviously this is a consideration that applies to different firms

3 It must be substantial. The segment should be large enough to be worth targeting. Obviously this is a consideration that applies to different firms in different ways. A segment that is too small for one firm may be the right size for another; equally, a small firm with very limited resources will not be able to market effectively to a very large segment, tempting as it might be to try.

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