To develop a successful marketing plan for a soft drink, the process of __________ would most likely be used to group consumers on the basis of whether they wanted sugar-free and caffeine-free soda, caffeine-free sugared soda, or regular soda with sugar and caffeine.
A)market aggregation
B)product segmentation
C)customer grouping
D)mass marketing
E)market segmentation

Question

Quizplus · Accepted Answer

Market segmentation is the process of dividing the market into smaller groups of consumers with similar needs or characteristics. In this case, grouping consumers based on their preferences for sugar-free and caffeine-free soda, caffeine-free sugared soda, or regular soda with sugar and caffeine would involve market segmentation. The other options are not relevant to this process.

To Develop a Successful Marketing Plan for a Soft Drink