ITPEC IP October 2024 Question 79
ITPEC IP October 2024 — Question 79 of 100
Segment marketing divides a broad market into customer groups and targets selected groups with suitable offerings. Demographic attributes such as age, gender, and family structure are common segmentation variables. Analyzing each segment's purchasing behavior helps a company choose target segments and adapt products, messages, channels, and pricing to their needs.
Answer (b)
Why not others:
- (a) Service marketing focuses on marketing intangible services and their particular characteristics
- (c) Social marketing applies marketing approaches to influence behavior for social benefit
- (d) Mass marketing uses a broadly uniform offering for a large undifferentiated market
Key rule: Segment, target, and position: first form meaningful customer groups, then choose whom to serve and how the offering should be perceived.
AI-generated — may contain errors
The original exam layout is preserved in the image so diagrams, formulas, tables, and code remain accurate.
This question comes from an official ITPEC past paper. ITPEC Practice is an independent study tool and is not affiliated with ITPEC. See the official IP past-paper collection or Report an issue.