All of the following are situations when a firm may decide not to segment but to be a mass marketer, except
A) the market is so small that marketing to a portion of it is not profitable.
B) heavy users make up such a large proportion of the sales volume that they are the only relevant target.
C) the brand is the dominant brand in the market, and targeting to a few segments would not benefit sales and profits.
D) there are viable target markets which have been identified by the firm and are relevant to the firm's domain.

Question

Quizplus · Accepted Answer

A firm may decide not to segment but to be a mass marketer. There are at least three situations when this may be the appropriate decision for the firm: (1) The market is so small that marketing to a portion of it is not profitable; (2) Heavy users make up such a large proportion of the sales volume that they are the only relevant target; (3) The brand is the dominant brand in the market, and targeting to a few segments would not benefit sales and profits.

All of the Following Are Situations When a Firm May