Final answer:
The first step marketers should take in screening a market segment is to conduct research on the target market.
Step-by-step explanation:
The first step marketers should take in screening a market segment according to Arnold's model is to conduct research on the target market. This involves gathering information about the customers within the potential market segment, such as demographics, preferences, and buying behaviors. By conducting research, marketers can gain a better understanding of their target audience and make informed decisions about how to effectively target and reach them.
For example, if a marketing manager wants to target young adults aged 18-24, they may gather information on their preferences for technology, social media usage, and buying habits. This research helps the marketer tailor their marketing strategies to effectively appeal to this specific market segment.