Question

Martin is a car salesperson at a volvo dealership. his sales approach to families emphasizes volvo's excellent safety record, whereas his approach to individuals emphasizes its powerful, sporty engine. this strategy of customizing his approach on how the volvo's attributes serve the customer is an example of _______ segmentation. volume benefit geographic usage

Answer 1

This is benefit segmentation. Under this strategy, Martin is taking approaches to his customers that are specialized based upon the benefits that each person would receive from the product, instead of a wholesale single-purpose benefit that would fit everyone. Specializing the approaches allows for more flexibility in the sales pitches and descriptions.