Certified Park and Recreation Professional (CPRP) Practice Exam

Which of the following is NOT a requirement for viable market segmentation?

1. Measurable

2. Highly diversified

3. Accessible

4. Sizeable

The correct answer is: Highly diversified

A viable market segmentation must meet several key criteria to be effective, and one of those core requirements is that the segments must be measurable. This means that the characteristics and behaviors of potential consumers in each segment can be quantified, enabling businesses to assess the size, value, and potential growth of the segments. Accessibility is also crucial; segments must be reachable through marketing efforts, ensuring that the organization can effectively engage and attract the target audience with its products or services. Sizeable indicates that the segment should be large enough to be profitable. If a segment is too small, it may not justify the marketing and operational costs necessary to target it adequately. However, being highly diversified is not a requirement for viable market segmentation. Instead, effective market segmentation often involves focusing on specific groups that share common characteristics, rather than trying to cater to a highly diversified population, which can dilute marketing efforts and lead to inefficiencies. Therefore, this option accurately reflects the concept of viable market segmentation and distinguishes it from the required characteristics.