Which of the following statements is true of a firm's decision to "mass market" a product?
A)This decision considers market segmentation analysis to be an optional requirement.
B)This decision should be reached only after a market segmentation analysis has been conducted.
C)This decision requires that a company select a target market first.
D)This decision can be reached only after the firm develops the marketing mix.

Question

Quizplus · Accepted Answer

A mass market strategy involves targeting a broad audience with a standardized product and marketing mix. Before deciding to mass market a product, a company should conduct market segmentation analysis to determine if the target market is truly broad enough to warrant a mass market strategy. Therefore, choice B is the correct answer.

Which of the Following Statements Is True of a Firm's