Segmenting and combining are two alternate approaches to developing market-oriented strategies. Which of the following statements concerning these approaches is true?
A) Combiners treat each submarket as a separate target market.
B) Segmenters try to develop a marketing mix that will have general appeal to several market segments.
C) A combiner looks at various submarkets for similarities rather than differences.
D) A segmenter assumes that the whole market consists of a fairly homogeneous group of customers.
E) Both segmenters and combiners try to satisfy some people very well rather than a lot of people fairly well.

Question

Quizplus · Accepted Answer

Combiners look for similarities among submarkets and attempt to combine them into a larger target market, while segmenters identify distinct subgroups within the overall market and develop separate marketing strategies for each. Option A is incorrect because combiners see submarkets as overlapping and complementary rather than separate. Option B is incorrect because segmenters tailor their marketing mix to meet the specific needs of each segment rather than trying to appeal to several segments at once. Option D is incorrect because segmenters recognize that the market is composed of different customer groups with varying needs and preferences. Option E is partially correct, as both segmenters and combiners strive to meet the needs of certain groups of customers more fully than others.

Segmenting and Combining Are Two Alternate Approaches to Developing Market-Oriented