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:

Job Dissatisfaction

is a negative emotional state resulting from an individual's perception of their work as unsatisfying or not meeting their expectations and needs.

Hygiene Factors

In the context of Herzberg's motivation-hygiene theory, hygiene factors are job conditions that can cause dissatisfaction if missing, such as salary, company policies, and working conditions, but do not necessarily motivate when improved.

McClelland's Motivation Theory

A psychological theory suggesting that people are motivated by three needs: achievement, affiliation, and power, influencing their goals and behaviors.

Need For Power

The desire to control, influence, or be responsible for other people.