The market segmentation process:
A) divides a market into distinct groups that have heterogeneous needs
B) divides a market into distinct groups that will respond similarly to marketing actions
C) identifies markets with unfulfilled needs
D) positions products in the minds of prospects and customers

Question

Quizplus · Accepted Answer

Market segmentation involves dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing mixes. However, the key aspect of segmentation is that it groups customers based on the premise that they will respond similarly to marketing strategies, hence option B is correct.

The Market Segmentation Process