Segmenting, in contrast to combining:
A) tends to focus more on customer similarities than on differences.
B) tries to identify homogeneous submarkets and develop different marketing mixes for each submarket.
C) usually means settling for a smaller sales potential.
D) relies more on promotion appeals and minor product differences to create general customer appeal among several submarkets.
E) All of these answers are true statements.

Question

Quizplus · Accepted Answer

Segmenting involves dividing the market into subgroups with similar characteristics and offering different marketing mixes to each subgroup. This allows for a more targeted and effective approach to reaching different customer needs and preferences. Therefore, option B is the most accurate statement. Option A is incorrect as segmenting focuses on both customer similarities and differences. Option C is incorrect as segmenting allows for a more targeted approach, potentially leading to larger sales. Option D is incorrect as it implies a mass marketing strategy, which is not the goal of segmenting.

Segmenting, in Contrast to Combining