Segmenters, in contrast to combiners:
A) try to aim at homogeneous submarkets of larger product-markets.
B) see one aggregate demand curve for a generic market.
C) are accepting the likelihood of lower sales.
D) assume that everyone in a broad product-market has the same needs.
E) develop general-purpose marketing mixes that appeal to several submarkets.

Question

Quizplus · Accepted Answer

Segmenters aim to divide larger product-markets into smaller, homogeneous submarkets with distinct needs and preferences. This allows for more targeted marketing efforts, leading to higher sales and a stronger competitive advantage. Combiners, on the other hand, see one aggregate demand curve for a broad product-market and develop more general marketing mixes that can appeal to multiple submarkets.

Segmenters, in Contrast to Combiners