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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Definitions:

Confront

To face or deal with a challenging situation or person directly.

Attitude

A relatively enduring set of beliefs, feelings, and behavioral tendencies towards specific people, groups, ideas, or objects.

Extravert

A personality trait characterized by outgoingness, high energy, and a preference for social interaction.

Conflict

A process that begins when one person sees that another person has damaged—or is about to damage—something that the other person cares about.