The Hector & Gable Corporation conducted a research study and found that vacuum brick-packs of coffee sell much better in the urban uptown than coffee that is canned. As a result, Hector & Gable repackaged their Danver brand of coffee for the urban uptown and developed an advertising campaign to market them to the region. Sales of Danver coffee in this region were found to have increased by 32 percent. In this example, Hector & Gable used _____ segmentation to market its coffee.
A) mass marketing
B) psychographic
C) person/situation
D) geodemographic

Question

Quizplus · Accepted Answer

Hector & Gable used geodemographic segmentation to identify the specific geographic area where their vacuum brick-pack coffee sold better and to develop a marketing strategy tailored to the characteristics of the urban uptown population. Geodemographic segmentation is a method of dividing a larger market into smaller groups based on their geographic location, demographic, and psychographic characteristics.

The Hector & Gable Corporation Conducted a Research Study and Found