If a Marketer Segments the Market into Users, Non- Users

question 92

Multiple Choice

If a marketer segments the market into users, non- users, lapsed users, potential new users, first- time users and regular users of a product, the marketer is using which type of segmentation?

• A) usage rate
• B) user status
• C) loyalty status
• D) benefits sought
• E) behaviour

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Definitions:

Albert Bandura

A psychologist known for his work on social learning theory and for introducing the concept of self-efficacy.

Operant Conditioning

A learning process through which the strength of a behavior is modified by reinforcement or punishment.

Projection

A defense mechanism where an individual attributes their own undesired feelings, thoughts, or impulses onto someone else.

Perception

The process by which individuals organize and interpret their sensory impressions to give meaning to their environment.