Tuttie Babe Bikes, a manufacturer of mountain, ten speed, and other bikes, wants to divide its entire market into different groups. One group is for those who exercise, another for those who need transportation, and so on. They want to develop a different marketing mix for each of these groups. This process of dividing consumers into different groups with similar needs is called
A. positioning
B. market
C. segmenting
D. combining
E. marketing
Answer: (C) This is the process of clustering people, current or potential consumers, into groups or segments with like needs or wants. (A) is incorrect. Positioning defines how consumers view brands in a market. (B) is not the most correct response. A market refers to the entire population who may have a need for a product. No thought is given to breaking the market down into smaller homogenous groups or segments. (D) is also incorrect. Combiners take the smaller segments and combine them into larger subgroups. And finally, marketing (E) is the entire process of getting a product or service from the producer to the final consumer, and thus is not the best response.