A cluster analysis of the "toothpaste market" would probably show that:
A) the broad product-market can be served effectively with one marketing mix.
B) most consumers are mainly concerned about brightness of teeth.
C) factors such as taste, price, and "sex appeal" are not important.
D) different market segments seek different product benefits.
E) None of these alternatives is correct.

Question

Quizplus · Accepted Answer

Cluster analysis is used to identify different market segments based on their needs and preferences. Therefore, it is likely that a cluster analysis of the toothpaste market would reveal different segments of consumers seeking different benefits, such as sensitivity relief, whitening, or fluoride-free options. Option A is incorrect because a single marketing mix may not effectively cater to the diverse needs of different segments. Option B and C are incorrect because toothpaste consumers have different priorities and considerations beyond just brightness or taste.

A Cluster Analysis of the "Toothpaste Market" Would Probably Show