Question

Yvonne and Garret are looking at information about how their organization's products could fit potential customers' needs. This information deals with demographic characteristics, product benefits sought, lifestyles, geographic factors, brand preferences, and usage rates. They are most likely looking at

a) the sales force survey results.
b) the results of sales forecasting.
c) a market trend analysis.
d) a market segmentation discrimination analysis.
e) a market segment profile.

Answer 1

Yvonne and Garret are most likely reviewing a market segment profile, which details the subgroup of the market their organization's products are intended for, considering various characteristics such as demographic data and usage rates.

Step-by-step explanation:

Yvonne and Garret are examining information that includes demographic characteristics, product benefits sought, lifestyles, geographic factors, brand preferences, and usage rates. This combination of data aligns with constructing a market segment profile. A market segment profile is used to understand and define the specific subsection of a market that a organization's product or service is targeting. It includes detailed descriptions of the segment's demographic, psychographic, and behavioral characteristics.

For instance, a marketing manager at an electronics chain store collecting data on the ages of their customers or a librarian tracking book checkouts by adults and children are engaging in activities similar to creating a market segment profile. This information allows the organization to tailor its products, services, and marketing efforts to align with the unique needs and preferences of different customer groups.