Alexa Ling,the New Owner of a Stationary Shop,understands the Need

question 60

Multiple Choice

Alexa Ling,the new owner of a stationary shop,understands the need to segment her market.Available marketing research indicates there is much demand in the community for personalized gifts.Ling has few resources and cannot engage in intensive consumer research to precisely identify a segment.Which of the following strategies would you suggest she employ?

• A) use a single-variable strategy because it offers an inexpensive alternative that would not require much experience to employ
• B) develop an undifferentiated strategy,because it is not a large community and she could create a single marketing mix that would serve the entire community
• C) use a multiple-variable segmentation strategy because it is easier to use than single-variable segmentation
• D) employ a macro segmentation strategy because the data needed for such a strategy is both easy to get and fits her needs exactly

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Definitions:

Musical

A theatrical performance combining music, songs, spoken dialogue, and dance to convey a story or express emotions.

Existential Intelligence

refers to an individual's ability to ponder large questions about life, existence, and the human condition, relating to existential philosophy.

Bodily-kinesthetic

Intelligence refers to an individual's capacity to manage bodily movements and handle objects skillfully, a concept from Howard Gardner's theory of multiple intelligences.

Linguistic

Pertaining to language, including its structure, use, and the study of its properties and functions.