What is the purpose of segmentation?
A)To identify differences in behaviour that has implications for marketing decisions
B)To identify the most profitable consumer segments
C)To target segments that are not targeted by competitors
D)To target segments which match our product/ service attributes

Question

Quizplus · Accepted Answer

The purpose of segmentation is to group consumers based on their characteristics and behaviors so that marketers can tailor their marketing mix to each group. By identifying the differences in behavior between the segments, marketers can make informed decisions about how to reach and persuade each segment. This leads to more effective marketing strategies and ultimately, increased profitability. Options B, C, and D are all part of the overall goal of segmentation but do not fully capture its purpose.

What Is the Purpose of Segmentation