11.   "Good" market segments are those which are:

a)    heterogeneous within.
If they were heterogeneous within you would have too much variations in needs and characteristics. They should be homogeneous within.

b)    operational.
What this means is that segments must give tools to the marketer to develop appropriate marketing plans. Sometimes segments may seem interesting, but if they are not operational, e.g. they are too diverse in their media habits, then there is little you can do to reach them, making them useless.

c)    homogeneous between.
A mirror statement of a): they must be heterogeneous between.

d)    substantial - meaning large enough to minimize operational costs.
That's right, they have to be substantial, but that means large enough to justify developing a specific marketing plan aimed at the segment; costs are in fact not necessarily minimized.

e)    all of the above.
Well, obviously not.

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