Social media has assumed a major role in the promotion of goods and services. Almost all television advertising today includes calls to "like us on Facebook" or "follow us on Twitter." While most U.S. citizens engage in some form of social media, some only do this occasionally while others are constantly on their computer or phone accessing social media. Just like with social media, consumer vary in their consumption of almost all products and services. Recognizing these differences can lead a firm to employ:
A) usage rate segmentation.
B) brand loyalty segmentation.
C) demographic segmentation.
D) benefits sought segmentation.

Question

Quizplus · Accepted Answer

Usage rate segmentation is the correct answer because it involves dividing the market by the amount of product bought or consumed. Since the passage discusses how consumers vary in their engagement with social media and implies a variation in consumption habits, usage rate segmentation is the most directly relevant approach for a firm to recognize and act upon these differences.

Social Media Has Assumed a Major Role in the Promotion