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

question 28

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) The brand is not dominant in the market, and targeting a large segment would benefit sales and profits.

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Definitions:

Stomach Ulcers

Open sores that develop on the inner lining of the stomach, upper small intestine, or esophagus, often resulting from inflammation caused by bacterial infections or excessive acid production.

General Adaptation Syndrome

A model of the body's stress response, comprising three stages: alarm, resistance, and exhaustion.

Exhaustion

A state of extreme physical or mental fatigue, often resulting from stress or extended periods of exertion.

Alarm Reaction

The initial phase in the body's response to stress, mobilizing resources to face the threat or challenge.