Scott Owns Buffalo Mountain Coffee in Deer Park,Ohio

question 61

Multiple Choice

Scott owns Buffalo Mountain Coffee in Deer Park,Ohio.He understands the need to segment his market,and available marketing research indicates there is much demand in the community for unique coffee drinks.However,he has few resources and cannot engage in intensive consumer research to precisely identify a segment.Which of the following strategies would you suggest he employ?

• A) Develop an undifferentiated strategy,because it is not a large community and he could create a single marketing mix that would serve the entire community.
• B) Employ a macrosegmentation strategy because the data needed for such a strategy are both easy to get and fit his needs exactly.
• C) Use a single-variable strategy because it offers an inexpensive alternative that would not require much experience to employ.
• D) Use a multiple-variable segmentation strategy because it is easier to use than single-variable segmentation.
• E) Conduct a VALS investigation of his buying market.

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Definitions:

Sporting Goods Store

A retail business that specializes in selling equipment, clothes, and other items related to sports and outdoor activities.

Purpose

The reason for which something is done or created or for which something exists, often providing motivation or direction.

Goals

Targets or objectives that a person or organization aims to achieve.

Abilities

The competency or skill sets that an individual possesses, enabling them to perform various tasks or activities.