In segmenting its markets,an aluminum company first looked at which end-use market to serve: automobile,residential,or beverage containers.This is an example of ________.
A) macrosegmentation
B) microsegmentation
C) strategic segmentation
D) goal-based segmentation
E) short-term segmentation

Question

Quizplus · Accepted Answer

The segmentation approach described is a macrosegmentation because it involves the broad categorization of markets based on end-use applications (automobile, residential, or beverage containers). This contrasts with microsegmentation, which involves the division of markets into smaller and more specific segments based on characteristics such as demographics or behavior. Strategic segmentation, goal-based segmentation, and short-term segmentation are not recognized terms in market segmentation theory.

In Segmenting Its Markets,an Aluminum Company First Looked at Which