Summer Inc., a departmental store, wants to provide better service to its customers.This includes providing expertise in each type of product and brand.In order to accomplish this, the general manager of the store suggests that they should begin by identifying the different types of customers.By classifying customers, into various groups, such as mothers, athletes, tech-savvy customers and so on,, the store's customer care personnel can specialize on detailed product information.With the help of this classification, the store is able to provide better service to each customers by offering more brands to choose from.This scenario best illustrates _____.
A) segmentation analysis
B) group allocation
C) group dynamics
D) division dynamics

Question

Quizplus · Accepted Answer

The scenario best illustrates segmentation analysis as the store is identifying different types of customers and classifying them into various groups in order to provide better service to each customer. Segmentation analysis is the process of dividing a market into smaller groups or segments with similar needs, characteristics or behaviors.