Scenario 6.2
Use the following to answer the questions.
GE Transportation produces locomotive engines for sale in countries around the world. After looking at the total market for locomotive engines, the company found that different rail lines wanted engines. Major rail lines in the U.S. and South America wanted engines to haul heavy freight. Rail lines in Sweden and Germany were interested in a cleaner, greener locomotive engine. Rail lines operated by several Eastern European countries wanted locomotive engines for running short distances between cities in their own country. GE Transportation is currently manufacturing its GE 4400 for heavy freight, its Hybrid Eco-Engine, and its Dash 9, suited for shortline transport.
-Refer to Scenario 6.2. What segmentation variable is GE Transportation using to select a target market?

Question

Quizplus · Accepted Answer

GE Transportation is using benefit expectations as a segmentation variable to select a target market. They are offering different types of engines based on the different needs and wants of their target markets.

Scenario 6.2 Use the Following to Answer the Questions