Which of the following statements about "segmenting" and "combining" is TRUE?
A) Combiners usually have more sales potential than segmenters.
B) A combiner tries to meet the demand in several segments.
C) Segmenters try to develop a marketing mix that will have general appeal for several market segments--to obtain economies of scale.
D) A segmenter assumes that a broad product-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

A combiner tries to meet the demand in several segments, whereas a segmenter separates the market into different segments and then develops a unique marketing mix for each segment. Option A is incorrect, as there is no correlation between sales potential and being a segmenter or combiner. Option C is incorrect, as this describes the strategy of a combiner and not a segmenter. Option D is incorrect, as a segmenter assumes that a broad product-market consists of several subgroups with different needs and preferences. Option E is incorrect, as a combiner tries to satisfy many people fairly well, while a segmenter convinces few people very well.

Which of the Following Statements About "Segmenting" and "Combining" Is