Which segment requirement specifies that a market segment must be large or profitable enough to serve effectively?

Explanation

* Substantiality mandates that a segment must possess sufficient scale and revenue potential to justify customized marketing efforts.
* Measurability means size/purchasing power can be calculated; Accessibility implies segment can be reached; Actionability means programs can be designed.
* Substantiality is one of Philip Kotler’s five criteria for effective segmentation (MASDA).