In Segmenting the Cell Phone User Product-Market, Cell Phone Maker

question 237

Multiple Choice

In segmenting the cell phone user product-market, cell phone maker Super Cellular found one segment that valued sending text messages and another that wanted their phone to play MP3 music files. The firm developed a single handset for both market segments and used the same marketing mix in targeting both segments. For this product-market, Super Cellular operated as a ____.

• A) combiner
• B) value operator
• C) market leader
• D) segmenter
• E) multi-segmenter

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