Track Inc. seeks to identify unsatisfied market segments in the health care insurance segment. It wants to concentrate its efforts on developing concepts ideally suited to the needs of these segments. For this purpose, the firm is most likely to employ _____.
A) benefit segmentation
B) a risk or payoff matrix
C) calibrated heuristics
D) promotion segmentation

Question

Quizplus · Accepted Answer

Benefit segmentation involves identifying and targeting specific groups of consumers who share similar needs and wants for specific benefits offered by a product or service. In this case, Track Inc. is trying to identify unsatisfied market segments in the health care insurance segment and develop concepts that meet their specific needs. Benefit segmentation helps the firm concentrate its efforts on developing concepts ideally suited to the needs of these segments. Risk or payoff matrix, calibrated heuristics, and promotion segmentation are not relevant methods for this purpose.

Track Inc Seeks to Identify Unsatisfied Market Segments in the Health