Which of the following statements about market-oriented strategy planning is TRUE?
A) Segmenters aim at more heterogeneous markets than combiners.
B) Both "segmenters" and "combiners" can be target marketers.
C) All segmenters follow the single target market approach.
D) Combiners follow a mass marketing strategy.
E) None of these statements is TRUE.

Question

Quizplus · Accepted Answer

Both combiners and segmenters are target marketers but their approaches are different. Combiners try to increase the size of their target markets by combining two or more segments; Segmenters usually fine-tune their marketing mixes for each target market-perhaps making basic changes in the product itself-because they want to satisfy each segment very well.

Which of the Following Statements About Market-Oriented Strategy Planning Is