When segmenting a product-market, a marketing manager should keep in mind that
A) demographic dimensions are usually the best place to start.
B) qualifying dimensions help identify which customers are in the product-market.
C) determining dimensions are relevant in business markets, but not consumer markets.
D) most markets should initially be defined based on features of alternative products available to customers.
E) it's usually best to focus on a single segmenting dimension rather than trying to consider several all at once.

Question

Quizplus · Accepted Answer

Qualifying dimensions help identify which customers are in the product-market, meaning that they help the marketing manager narrow down the potential customer base based on certain criteria or characteristics. Demographic dimensions may be a good starting point, but they should not be the exclusive focus. Determining dimensions can be relevant in consumer markets as well as business markets, depending on the product or service being offered. Focusing on a single segmenting dimension may not provide enough information to fully understand the needs and preferences of the target market.

When Segmenting a Product-Market, a Marketing Manager Should Keep in Mind