You are an advertising manager for a company that sells health and fitness equipment to upscale professionals between the ages of 25 and 45. Your firm advertises during drive time on easy-listening radio stations and on television on the A&E and the Discovery channels. On what basis are you most likely to segment this market?
A)region
B)usage
C)stage of family life cycle
D)lifestyle

Question

Quizplus · Accepted Answer

The most likely basis for segmenting this market is lifestyle as the target audience is upscale professionals who are health-conscious and take care of their fitness. Therefore, lifestyle is a significant factor in their purchasing decisions.

You Are an Advertising Manager for a Company That Sells