Marketing, market segmentation

Question

1) All of the following except which are benefits of segmentation?

A) Segmentation permits firms to spend less time thinking about customers.

B) Segmentation allows the firm to more efficiently use resources.

C) Segmentation assists the firm in designing tailored products and services for customers.

D) Segmentation helps the firm to identify groups of customers with unmet needs and wants.

2)  Of the different types of segmentation (WHAT, WHY, WHO) the type that is the most valuable to the firm is which of the following?

A)WHY, because understanding consumer motivations, values, attitudes, and beliefs provides the greatest insights about future actions.

B) WHO, because you have to identify who you are marketing to before you can understand them.

C) WHAT because past consumer behavior will tell you how consumers will most likely behave in the future.

D)WHAT, WHY, and WHO are all equally valuable.



Answer 1

Question 1 - Answer A is not a benefit. Question 2 - Answer D - Who What and Why are all equally important. Market Segmentation is critical for a Brand because it best defines the audience to target resulting in the ideal customer.