Manufacturers of the up- market motor vehicle, Lexus, target wealthy consumers with similar needs and buying behaviours, even though the consumers are located in different countries. This is an example of:
A) geographic segmentation.
B) psychographic segmentation.
C) intermarket segmentation.
D) loyalty segmentation.
E) international marketing segmentation.

Question

Quizplus · Accepted Answer

Intermarket segmentation involves targeting consumers with similar needs and buying behaviour in different countries or regions. In this case, Lexus is targeting wealthy consumers in different countries who have the same preferences and behaviours when it comes to purchasing luxurious motor vehicles. Geographic segmentation would focus on targeting consumers based on their location, while psychographic segmentation would focus on targeting consumers based on their personality traits, values and interests. Loyalty segmentation would involve targeting consumers based on their loyalty to a particular brand. International marketing segmentation refers to targeting consumers in different countries based on their unique needs and preferences.

Manufacturers of the Up- Market Motor Vehicle, Lexus, Target Wealthy