Samantha's team is analyzing target markets for the company's new product idea. Her group is currently considering the different factors it should adopt to divide the market. A major part of this decision involves the customers' needs for, uses of, or behavior toward the product. Which stage of the target market selection process is Samantha and her team currently at?
A) Step 1: Identify the appropriate targeting strategy
B) Step 2: Determine which segmentation variables to use
C) Step 3: Develop market segment profiles
D) Step 4: Evaluate relevant market segments
E) Step 5: Select specific target markets

Question

Quizplus · Accepted Answer

Samantha and her team are currently at Step 2 of the target market selection process, which involves determining which segmentation variables to use in dividing the market. Factors such as customers' needs for, uses of, or behavior toward the product are important considerations when choosing segmentation variables.

Samantha's Team Is Analyzing Target Markets for the Company's New