Market segmentation is:
Dividing a market into 3
or 4 target markets
Dividing a market
between several sellers (an oligopoly)
Dividing a market based
on the customers’ geographic location
The process of dividing
a market into distinct subsets of customers that have similar needs and
characteristics
Question 8 0.5 pts 8.
Market segmentation is increasing in
importance because:
Many product categories
are in the introduction or growth phase of the product life cycle
Demand by customers may
exceed the ability of sellers to supply
Margins as a percentage
are higher than in the past
The ability of sellers
to supply may exceed demand
Question 9 0.5 pts 9.
Target marketing is:
Deciding to enter
consumer markets
Developing the marketing
mix before moving on to market segmentation and positioning
Evaluating the relative
attractiveness of various market segments
Choosing target markets
before moving on to market segmentation
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