Smaller women like to purchase fashionable clothes just as much as any women. However, most clothes are not proportioned for their smaller size and do not fit well. As a result, several manufacturers offer “petite” sizes of clothing for this group of consumers. Women who comprise this group have needs that differ somewhat from the total market and represent a

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The question discusses a group of consumers—petite-sized women—whose needs differ from the broader market because clothing is not typically sized for them. This points to a distinct group that a company can target with tailored products.
Option 1: 'market potential.' This term refers to the total possible demand or sales opportunity for a product or category, not the specific group of customers. It’s broader than the group-focused idea in the stem.
Option 2: 'market segment.' This is the correct concept: a market segment is a subset of the total market that shares common characteristics and needs, such as petite-size clothing consumers who require fit-for-purpose products. They constitute a distinct segment within the overall market.
Option 3: 'lifestyle segment.' While lifestyle can be a basis for segmentation, the stem emphasizes a size-based product fit rather than a lifestyle pattern. It’s more specific to size needs than to lifestyle categories.
Option 4: 'submarket.' Although we sometimes use submarkets, this term is less precise in standard marketing terminology for describing a defined group with specific needs within a larger market; it’s essentially similar in idea but not the canonical term used here.
Option 5: 'demographic segment.' Demographic segmentation uses attributes like age, gender, income. While petite women partly relate to demographic factors, the stem emphasizes a product-fit group within the market rather than a purely demographic label, making 'market segment' the more accurate general term.
In summary, the described group of petite-size clothing buyers forms a distinct subset of the market with unique needs, which aligns with the definition of a market segment.

MKTG1052 LF02 Assessment Task 2: ONLINE QUIZ

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