E&V Bridal Studios Is a Wedding Consulting Business Designed to Appeal

question 131

Multiple Choice

E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians.At one time,it used the same marketing mix for all of its customers,but it has discovered that it needs a Different marketing mix to appeal to its ethnic customers.For example,Chinese brides want an elaborate red gown,and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar.
-Refer to E & V Bridal Studios.What procedure does E&V Bridal Studios use to divide its large market?

• A) perceptual mapping
• B) micromarketing
• C) positioning
• D) market segmentation

---

Definitions:

Patriarchy

A social system where males hold primary power, predominate in roles of political leadership, moral authority, social privilege, and control of property.

Cultural Norms

The shared expectations and rules that guide the behavior of people within social groups.

The Vertical Mosaic

A concept describing the structured social stratification and ethnic hierarchy in Canadian society.

Human Agency

The capacity of individuals to act independently and to make their own free choices, influencing their own lives and the society they live in.