When Colgate offers Colgate Total, which provides 12-hours of germ fighting; Colgate Max Fresh, which fights bad breath; and Colgate Sensitive Pro-Relief for people who have sensitive gums, they are segmenting based on .

Benefits

Explanation:

When Colgate offers Colgate Total, which provides 12-hours of germ fighting; Colgate Max Fresh, which fights bad breath; and Colgate Sensitive Pro-Relief for people who have sensitive gums, they are segmenting based on Benefits. Benefit segmentation is dividing your market based upon the perceived value, benefit, or advantage consumers perceive that they receive from a product or service. One can segment the market based upon quality, performance, customer service, special features, or other benefits

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