During its market segmentation process for the Nike LeBron X basketball shoe, which sells for more than $200 a pair, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of
A)selecting target market segments to reach.
B)forming products to be sold into groups.
C)developing a market-product grid and estimating size of markets.
D)taking marketing actions to reach target markets.
E)forming prospective buyers into segments.

Question

Quizplus · Accepted Answer

Nike's decision to concentrate on affluent teens instead of high school basketball teams is an example of selecting target market segments to reach. This decision was based on the segmentation process where Nike identified the specific demographics, psychographics, and behavior patterns of potential customers and decided to focus on a particular segment that they believed would be most profitable.

During Its Market Segmentation Process for the Nike LeBron X