The Guitar Center Is a Music Superstore Selling Instruments, Sound

question 202

Multiple Choice

The Guitar Center is a music superstore selling instruments, sound equipment, lighting, as well as DJ, band, and orchestra products. The Guitar Center plans to continue its growth across the country by opening 15 to 20 new stores each year. The Guitar Center has recognized that it has several market segments, including professional musicians, DJ businesses, and consumers who purchase instruments for school band and orchestra. The company has developed a detailed description of these various customer segments. These detailed descriptions include information such as demographic characteristics-age, income, and education level-as well as an individual's preferences regarding what brands of instruments they purchase, how frequently they visit the store to make a purchase, how much time they spend in the store, and the percent of time they select The Guitar Center to make a purchase. What step in the target market selection process has The Guitar Center completed by describing their target market customers?

• A) Step 3: Develop Market Segment Profiles
• B) Step 2: Determine Which Segmentation Variables to Use
• C) Step 4: Evaluate Relevant Market Segments
• D) Step 5: Select Specific Target Markets