David is a vacuum salesman and is looking for a cell phone that will help him to keep in touch with family via texting, to keep in touch with his office while he is on the road, and a phone that will let him connect to the Web. What type of segmentation should be used here?
A)benefit segmentation
B)value-added segmentation
C)mass segmentation
D)macrosegmentation

Question

Quizplus · Accepted Answer

Benefit segmentation involves dividing a market based on the specific benefits that customers are seeking from a product or service. In this case, David is looking for a cell phone that provides specific benefits, such as texting, connecting to the web, and staying in touch with his office. Therefore, benefit segmentation would be the best approach in identifying the features and benefits that David values in a cell phone.

David Is a Vacuum Salesman and Is Looking for a Cell