Which of the following statements about market segmentation is not true?
A) Market segmentation is the process of dividing markets into groups of similar customers.
B) The decision to mass market a product does not require any market segmentation analysis.
C) Generally, the first step in market segmentation is to delineate firm's current situation.
D) Consumers are grouped on the basis of one or more similarities and treated as a homogeneous segment of a heterogeneous total market.

Question

Quizplus · Accepted Answer

Even if the final decision is to "mass market" and not segment at all, this decision should be reached only after a market segmentation analysis has been conducted.

Which of the Following Statements About Market Segmentation Is Not