Mini Case 9- 1

question 36

Multiple Choice

Mini Case 9- 1
A group of investors are thinking of starting a for- profit institution to be called Heaven University. They have identified a small segment of society that is displeased with the high cost of HECS or upfront fees and is willing to forego all social and sporting extracurricular activities in order to get an inexpensive, quality education in three years. The university investors will advertise nationally. Its target audience is individuals between 18- 40 years of age, who have either never undertaken a University degree or who failed to complete a degree commenced within the last ten years. The investors want to attract students who are currently working at a job with which they are dissatisfied. Heaven will only offer three degree programmes, which cannot be modified to individual student needs. Research has shown that these are degrees that this market segment repeatedly seeks. Students can earn their degrees over the Internet and only have to attend a one- week seminar on campus twice a year.
-Refer to Mini Case 9- 1. The investors have identified their market through the use of segmentation variables.

• A) psychographic and behavioural
• B) psychographic, behavioural, and geographic
• C) geographic and demographic
• D) demographic, psychographic, and behavioural
• E) behavioural, geographic, and demographic

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Definitions:

Productivity Ratio

A measure of the efficiency of production or output in relation to input, typically expressed as output per unit of input.

Chocolate Factory

A facility where cocoa beans are processed and turned into various chocolate products.

Candy Produced

The quantity of confectionery items manufactured within a given timeframe, often measured for industry or individual business performance.

Job Order

A work request specifying the details and requirements for a particular job or task, commonly used in manufacturing and service industries to organize and track production.