Market segmentation can be best describes as the process of___.
a. assigning specific human attributes to a given brand
b. dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs
c. evaluating each market segment's attractiveness and selecting one or more segments to enter
d. turning marketing plans into marketing actions to accomplish strategic marketing objectives
e. maintaining a strategic fit between organizational goals and changing marketing opportunities
Answer: b. dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs
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