A potential downside of a heavy-user-focused segmentation plan is that:
A) there may be a relatively small number of people in the segment.
B) heavy users usually require constant encouragement to keep consuming a product.
C) heavy users do not differ significantly from infrequent users in terms of their motivations to consume.
D) it shifts focus to old consumers who quit.

Question

A potential downside of a heavy-user-focused segmentation plan is that: 
A) there may be a relatively small number of people in the segment. 
B) heavy users usually require constant encouragement to keep consuming a product. 
C) heavy users do not differ significantly from infrequent users in terms of their motivations to consume. 
D) it shifts focus to old consumers who quit.

Quizplus · Accepted Answer

A heavy-user-focused segmentation plan may result in a small number of people in the segment, limiting the potential for sales growth.

A Potential Downside of a Heavy-User-Focused Segmentation Plan Is That