Segmenting, in Contrast to Combining

question 59

Multiple Choice

Segmenting, in contrast to combining:

• A) tends to focus more on customer similarities than on differences.
• B) tries to identify homogeneous submarkets and develop different marketing mixes for each submarket.
• C) usually means settling for a smaller sales potential.
• D) relies more on promotion appeals and minor product differences to create general customer appeal among several submarkets.
• E) All of these answers are true statements.

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