Land Rover is a European manufacturer of bicycles. It makes bikes especially designed for men and for women. It also makes bikes that are designed for city riding, mountain riding, and racing. By dividing the market for its bicycles into several small groups, it is engaging in:
A) market segmentation
B) market aggregation
C) diversification
D) market development
E) product development

Question

Quizplus · Accepted Answer

Market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics. In this case, Land Rover is segmenting the market based on gender (men and women) and usage (city riding, mountain riding, and racing).

Land Rover Is a European Manufacturer of Bicycles