Which of the following statements about segmenting is accurate?
a) It tries to aggregate individuals who have similar needs and characteristics
b) It usually results in firms aiming at heterogeneous and less profitable markets
c) It is the process of positioning a product in the customer's mind
d) It assumes that each individual should be treated as a separate target market
e) It is essentially a disaggregating, or "break down," process
Answer: a) It tries to aggregate individuals who have similar needs and characteristics
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Principles of Marketing
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