Frequency marketing is a strategy that focuses on usage rate.One key conclusion emerges about usage: In market segmentation studies,
A)usage should be the last factor that is considered as a criterion for segmentation, since the entire point of segmentation is to attract consumers who are not yet using your product.
B)some measure of usage by, or sales obtained from, various segments is central to the analysis.
C)usage rate should always be considered in tandem with geographic segmentation factors.
D)usage rate has far more value in consumer market segmentation than in organizational market segmentation.
E)usage rate has far more value in organizational market segmentation than in consumer market segmentation.

Question

Quizplus · Accepted Answer

Frequency marketing focuses on encouraging increased usage from existing customers, making a measure of usage or sales obtained from various segments central to the analysis. Option A is incorrect, as usage rate can be an important factor in attracting new customers as well. Option C is incorrect as usage rate may not always be considered in tandem with geographic segmentation factors. Option D and E are incorrect as the value of usage rate may vary depending on the market segmentation being studied.

Frequency Marketing Is a Strategy That Focuses on Usage Rate