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one of the four major requirements (with actionability, accessibility and substantiality) for useful market segmentation; Measurability, sometimes referred to as Identifiability, expresses the notion that the size and purchasing power of the segment must be able to be measured.

Measurability of segment: Can you measure the size and growth of the segment. Is the segment growing? In the UK the DVD market is growing at an extremely fast pace. From January 2002 - June 2002 900,000 DVD’s were sold. The fast growth rate is attracting many players within the market.

See also: See also: What is the meaning of Segment, Market, Segmentation, Access, Marketing?

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