In which of the following stages of the market segmentation process is a firm likely to be faced with the decision to either mass market or ignore the market?
A) Developing product positioning
B) Deciding the segmentation strategy
C) Dividing the market on relevant dimensions
D) Determining consumer needs and wants

Question

Quizplus · Accepted Answer

The decision to mass market or ignore the market typically occurs during the stage of deciding the segmentation strategy. At this stage, the firm has already divided the market into relevant segments and is now deciding which segments to target. It is at this point that the firm may decide to either target a broad group of consumers (mass market) or ignore certain segments altogether. The other options listed (developing product positioning, dividing the market on relevant dimensions, and determining consumer needs and wants) are earlier stages in the segmentation process.

In Which of the Following Stages of the Market Segmentation