Many companies have cut travel budgets, so that very few business people are authorized to fly first class.Despite the shrinking pool of business-class travelers, British Airways (BA) has grown market share for its transatlantic business class by offering greater comfort.Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule.BA's strategy is an example of
A)life stage segmentation.
B)lifestyle segmentation.
C)industry sector segmentation.
D)behavioral segmentation.
E)psychographic segmentation.

Question

Quizplus · Accepted Answer

BA's strategy focuses on the behavior of its target market, namely frequent fliers who value comfort and productivity during long-haul flights. This is a form of behavioral segmentation, as the company caters to a specific need or preference of its customers.

Many Companies Have Cut Travel Budgets, So That Very Few