Which of the following statements about market segmentation is true?
A) Market segmentation is the process of dividing an organization's products into different product classes according to their features for sale through a mass marketing mechanism.
B) The decision to mass market a product does not require any market segmentation analysis.
C) The first step in market segmentation is to develop an appropriate product positioning strategy.
D) During market segmentation, consumers are grouped on the basis of one or more similarities and treated as a homogeneous segment of a heterogeneous total market.

Question

Which of the following statements about market segmentation is true? 
A) Market segmentation is the process of dividing an organization's products into different product classes according to their features for sale through a mass marketing mechanism.
B) The decision to mass market a product does not require any market segmentation analysis.
C) The first step in market segmentation is to develop an appropriate product positioning strategy.
D) During market segmentation, consumers are grouped on the basis of one or more similarities and treated as a homogeneous segment of a heterogeneous total market.

Quizplus · Accepted Answer

From a marketing management point of view, selection of the appropriate target market is paramount to developing successful marketing programs. During market segmentation, consumers are grouped on the basis of one or more similarities and treated as a homogeneous segment of a heterogeneous total market.

Which of the Following Statements About Market Segmentation Is True