David Is a Vacuum Salesman and Is Looking for a Cell

question 125

Multiple Choice

David is a vacuum salesman and is looking for a cell phone that will help him to keep in touch with family via texting, to keep in touch with his office while he is on the road, and a phone that will let him connect to the Web. What type of segmentation should be used here?

• A)benefit segmentation
• B)value-added segmentation
• C)mass segmentation
• D)macrosegmentation

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Definitions:

Individualistic Culture

A culture that emphasizes the needs and goals of the individual over the needs and goals of the group.

NAFTA Trade Agreement

The North American Free Trade Agreement, a trilateral trade bloc agreement between the United States, Canada, and Mexico designed to eliminate trade barriers.

Low-Context Culture

A culture in which communication is explicit, direct, and relies less on contextual cues or shared understandings.

Spoken And Written Words

The primary elements of verbal communication, involving the use of voice or writing to convey messages.