Reader's Digest magazine plans to send millions of people with different medical conditions,such as high blood pressure,or high cholesterol,a booklet filled with articles and prescription-drug ads,all about the very condition each subscriber has.Reader's Digest is applying benefit segmentation.Which of the following BEST describes benefit segmentation?
A) It is developed on the basis of what a product will do for the customer rather than on buyer characteristics.
B) It means simply choosing the most economical and beneficial demographic variable as a segmentation variable,to keep company costs low.
C) It does not permit marketing managers to build consumer profiles.
D) It is the strategy of building a competitive advantage over the competition.

Question

Quizplus · Accepted Answer

Benefit segmentation is a type of market segmentation based on what a product will do for the customer, rather than on buyer characteristics. It divides the market into groups based on the benefits that customers seek from a product or service. In this case, Reader's Digest is targeting subscribers based on their medical conditions, to provide them with information and advertisements tailored to their specific needs.

Reader's Digest Magazine Plans to Send Millions of People with Different