Question

4 - marketing segmentation
learning objective: identify the purpose and methods of market segmentation.

avas team recognizes the importance of targeting women aged 25-35 with sensitive skin, rather than advertising to \all women.\

this shows an understanding of _______

a.) product differentiation
b.) market segmentation
c.) brand positioning
d.) consumer perception

Explanation:

Analyze the scenario

The scenario describes Ava's team narrowing down their target audience from a broad category ("all women") to a specific subset: "women aged 25–35 with sensitive skin." This process involves dividing a broad consumer market into sub-groups of consumers based on shared characteristics.

Define the core concept

The process of dividing a broad target market into smaller, more defined groups of consumers who share common characteristics (such as age, gender, or specific needs like sensitive skin) is known as market segmentation.

Evaluate the options

• a.) product differentiation: This refers to distinguishing a product or service from others in the market to make it more appealing to a target market.
• b.) market segmentation: This directly matches the action of dividing the market of "all women" into a specific demographic (aged 25–35) and psychographic/behavioral segment (sensitive skin).
• c.) brand positioning: This is how a brand designs its offering and image to occupy a distinctive place in the mind of the target market.
• d.) consumer perception: This is how consumers select, organize, and interpret information to form a meaningful picture of a brand or product.

Select the correct option

Based on the analysis, the team's action of dividing the market to target a specific group shows an understanding of market segmentation.

Answer:

• a.) product differentiation
• b.) market segmentation (Correct answer)
• c.) brand positioning
• d.) consumer perception