In Which of the Following Situations Is It Appropriate for a Firm

question 8

Multiple Choice

In which of the following situations is it appropriate for a firm to become a mass marketer?

• A) The market is large and consists of several segments that are almost equal in size.
• B) Heavy users make up such a large proportion of the sales volume that they are the only relevant target.
• C) The largest segment is composed of light users, and hence, targeting them would yield the highest profits for the firm.
• D) Potential consumers constitute such a small group that they don't form a meaningful segment.

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Definitions:

Total Institutions

Places where individuals are cut off from the wider society and lead an enclosed, formally administered life, examples include prisons and military boot camps.

Secondary Socialization

The process of learning appropriate behavior and norms in society beyond the immediate family, through entities such as schools, peer groups, and media.

Primary Socialization

The initial phase of social learning in childhood through which individuals become aware of societal norms and values, largely influenced by family and immediate social environment.

Role-taking

The process of mentally assuming the perspective of another person to understand their thoughts, actions, or feelings.