Amway, a global company, manufactures and distributes over 450 different consumer products.Amway introduced a new range of products called Satinique.Once Amway developed the product, they undertook market research to determine their target consumers group.They identified a segment consisting of professional women who always want to look their best and who want professional, salon quality products and who rely on recommendations from friends when making haircare purchase decisions.They then developed a marketing strategy and implemented a successful marketing plan.This process of identifying a particular target group to market one's products is called:
A)product branding.
B)market positioning.
C)market segmentation.
D)channel of distribution.
E)social marketing.

Question

Quizplus · Accepted Answer

Market segmentation involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them. Amway's process of identifying professional women as their target consumer group for the Satinique range is an example of market segmentation.

Amway, a Global Company, Manufactures and Distributes Over 450 Different