Segmenting and Combining Are Two Alternate Approaches to Developing Market-Oriented

Multiple Choice

Segmenting and combining are two alternate approaches to developing market-oriented strategies. Which of the following statements concerning these approaches is true?

A) Combiners treat each submarket as a separate target market.
B) Segmenters try to develop a marketing mix that will have general appeal to several market segments.
C) A combiner looks at various submarkets for similarities rather than differences.
D) A segmenter assumes that the whole market consists of a fairly homogeneous group of customers.
E) Both segmenters and combiners try to satisfy some people very well rather than a lot of people fairly well.