Marketers of Many Products Such as Soup, Laundry Detergent, Beer

question 57

Multiple Choice

Marketers of many products such as soup, laundry detergent, beer, and dog food have found that a relatively small group of heavy users accounts for a disproportionately large percentage of the total product usage. Targeting these heavy users specifically is an example of ________.

• A) benefit-based segmentation
• B) demographic segmentation
• C) cross-cultural segmentation
• D) usage-rate segmentation
• E) usage situation segmentation

---

Definitions:

Dispositional Factors

Internal characteristics or attributes of individuals that influence their behavior and attitudes.

Self-serving Bias

A cognitive bias that leads individuals to attribute their successes to internal factors and their failures to external factors.

Positive Self-image

An individual's perception of themselves in a favorable or uplifting manner, contributing to confidence and self-esteem.

Self-enhancement

A type of motivational process or psychological mechanism whereby individuals perceive or present themselves in a favorable light.