Sunshine Cruise Lines markets Adventure Cruises as a way to see multiple islands from the comfort of a single ship, alleviating the hassle of flying between islands and staying in a different hotel every couple of nights. Targeting consumers who view this convenience as appealing is an example of ________.
A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation

Question

Quizplus · Accepted Answer

This is an example of benefit segmentation, where the market is divided based on the specific benefits consumers seek from the product, such as convenience and the ease of not having to move between hotels.

Sunshine Cruise Lines Markets Adventure Cruises as a Way to See