What is a downside to adopting a heavy-user-focused segmentation plan?
A) Heavy users usually form less than one percent of users by volume.
B) Heavy users may differ significantly from average or infrequent users in terms of their motivations to consume, their approach to the brand, or their image of the brand.
C) Heavy users are a costly target segment and much can be spent in getting their business merely to have it disappear just as quickly as it was won.
D) Heavy users have little knowledge of the brand and negligible social influence.

Question

What is a downside to adopting a heavy-user-focused segmentation plan? 
A) Heavy users usually form less than one percent of users by volume. 
B) Heavy users may differ significantly from average or infrequent users in terms of their motivations to consume, their approach to the brand, or their image of the brand. 
C) Heavy users are a costly target segment and much can be spent in getting their business merely to have it disappear just as quickly as it was won. 
D) Heavy users have little knowledge of the brand and negligible social influence.

Quizplus · Accepted Answer

Adopting a heavy-user-focused segmentation plan can be a downside because heavy users may have significantly different motivations and approaches to the brand compared to average or infrequent users. This can result in marketing strategies that are ineffective for the broader customer base.

Answer: C
 Another downside to adopting a heavy-user-focused segmentation plan is that heavy users can be a costly target segment. Much can be spent in acquiring their business, only to have it disappear just as quickly as it was won. This can lead to a high cost of customer acquisition and low customer retention rates.

What Is a Downside to Adopting a Heavy-User-Focused Segmentation Plan