Home Cookin' Catering Would Like to Improve Customer Satisfaction and Increase

question 1

Multiple Choice

Home Cookin' Catering would like to improve customer satisfaction and increase repeat business.When you ask the owners to describe a typical customer,they say it is impossible and explain that with corporate functions,family affairs,and fund-raisers,they do not have a typical customer.You suggest it is time for market segmentation because:

• A) it will enable them to build an accurate description of customer needs by group and to design a marketing mix to fit each segment
• B) the company needs to reduce the size of the market it serves
• C) the company needs to learn how to group these markets together into one market to serve all of them adequately
• D) it will help develop a generalized definition of the market as a whole and reveal the optimal marketing mix for this market
• E) this will position the company in the minds of its consumers as compared to its competitors