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.

Question

Quizplus · Accepted Answer

Becoming a mass marketer is appropriate when heavy users make up a large proportion of the sales volume and are the only relevant target. This is because heavy users are typically loyal to the brand and are more likely to purchase in large quantities, which can generate significant profits for the firm. In contrast, targeting light users may not be as profitable, as they may only make occasional purchases and may not be as loyal to the brand. Therefore, option B is the best choice.

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