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GE Transportation produces locomotive engines for sale in countries around the world.After looking at the total market for locomotive engines,the company found that different rail lines wanted engines.Major rail lines in the U.S.and South America wanted engines to haul heavy freight.Rail lines in Sweden and Germany were interested in a cleaner,greener locomotive engine.Rail lines operated by several Eastern European countries wanted locomotive engines for running short distances between cities in their own country.GE Transportation is currently manufacturing its GE 4400 for heavy freight,its Hybrid Eco-Engine,and its Dash 9,suited for shortline transport.
-Refer to Scenario 5.2.What segmentation variable is GE Transportation using to select a target market?
A) Demographic
B) Benefit expectations
C) Income
D) Volume usage
E) Psychographic

Question

Quizplus · Accepted Answer

GE Transportation is using benefit expectations as a segmentation variable to select its target market. Different rail lines have different needs and expectations from locomotive engines, such as hauling heavy freight or being more environmentally friendly, and GE Transportation has developed different products to meet those expectations.

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