A toothpaste manufacturer segments its target population based on the four characteristics of toothpaste that it believes a customer requires: economic worth, medicinal value, cosmetic value, and taste.In this case, the segmentation approach used by the manufacturer is:
A)geographic segmentation.
B)benefit segmentation.
C)demographic segmentation.
D)loyalty segmentation.
E)occasion segmentation.

Question

Quizplus · Accepted Answer

The toothpaste manufacturer is using benefit segmentation, which involves segmenting the market based on the benefits sought by the customers rather than on demographic, geographic, or psychographic characteristics. In this case, the benefits sought are economic worth, medicinal value, cosmetic value, and taste. Benefit segmentation helps the company understand the needs and preferences of different customer groups and tailor its marketing mix accordingly.

A Toothpaste Manufacturer Segments Its Target Population Based on the Four