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Question
A potential downside of a heavy-user-focused segmentation plan is that:a. it can take resources away from those that require persuasion.
b. heavy users usually require constant encouragement to keep consuming a product.
c. heavy users do not differ significantly from infrequent users in terms of their motivations to consume.
d. it shifts focus to emergent consumers who need to be convinced to purchase the product.
Answer
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a. Heavy users usually form less than one percent of users by volume.
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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.
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.