A 19-year-old college student might be a "party animal" living in a dorm. Another student might be a husband with a small child and a full-time job. If you were in charge of a marketing program aimed at these men, what technique would be the easiest to employ that might help you to distinguish between them?
A)age cohort analysis
B)benefit segmentation
C)product differentiation
D)concentration

Question

Quizplus · Accepted Answer

Benefit segmentation involves dividing a market into segments based on the benefits that different consumers seek from the product or service being offered. In this case, the marketing program can identify the benefits that are most relevant to a party animal living in a dorm (such as socializing and having fun) versus those that are important to a husband with a small child and a full-time job (such as convenience and practicality). By tailoring the marketing message to these specific benefits, the program could more effectively distinguish between these two segments of men.

A 19-Year-Old College Student Might Be a "Party Animal" Living