In segmenting the cell phone user product-market, cell phone maker Super Cellular found one segment that valued sending text messages and another that wanted their phone to play MP3 music files. The firm developed a single handset for both market segments and used the same marketing mix in targeting both segments. For this product-market, Super Cellular operated as a ____.
A) combiner
B) value operator
C) market leader
D) segmenter
E) multi-segmenter

Question

Quizplus · Accepted Answer

Super Cellular operated as a combiner because it developed a single handset that catered to the needs of both market segments (those valuing text messaging and those wanting MP3 capabilities) and used the same marketing mix for both, rather than targeting each segment with distinct products or marketing strategies.

In Segmenting the Cell Phone User Product-Market, Cell Phone Maker