SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers. Carl recently received direct-mail advertising from Pinkerton's urging him to purchase his holiday decorations before the season rush starts.
-In the SMITH MINI CASE, if Pinkerton's chose to send direct mail with different product features to different consumers based on the region of the country, Pinkerton's would be segmenting on the basis of ________ subculture.
A) racial
B) geographic
C) ethnic
D) religious
E) age

Question

Quizplus · Accepted Answer

Geographic segmentation involves dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods. In this case, Pinkerton's decision to send direct mail with different product features to different consumers based on the region of the country is an example of geographic segmentation.

SMITH MINI CASE: Carl Smith Is a 45-Year-Old Baptist, African