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    Question

    A washing Machine Company aggregates prospective customers who are all interested in a low-cost washing machine and respond positively to mail-out marketing material. This process is referred to as:

    A Diversification Correct Answer Incorrect Answer
    B Divestment Correct Answer Incorrect Answer
    C Market segmentation Correct Answer Incorrect Answer
    D Market augmentation Correct Answer Incorrect Answer
    E None of these Correct Answer Incorrect Answer

    Solution

    Market segmentation involves aggregating prospective buyers into groups that (1) have common needs, and (2) will respond similarly to a marketing action.

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