QUESTION 13 Tailoring products or services to the tastes of individual customers on a high-volume scale is referred to as family branding. mass customization. product differentiation. economies of scale marketing. Obuild-to-order. QUESTION 14 Usage rate is the percentage of total possible users divided by the total number of consumers who actually use a product or service. the number of times a customer uses or recommends a product or service annually. quantity consumed or patronage (store visits) during a specific period. the maximum number of times a customer has used a product or service historically. the profits a firm earns from customers who consume a particular product or service. QUESTION 15 To be identified as a market segment, members of the group must be similar in terms of their consumption behavior. represent a large share of the entire market and have buying power. have diverse needs and have potential for future growth. have diverse needs and be willing and able to purchase the product. have the potential for future growth and increased profit or ROI.