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

question 118

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.It accommodates the various cultures by providing services to appeal to Koreans,Vietnamese,Chinese,and Japanese customers.E&V Bridal Studios markets its services to its customers by using ethnicity to divide its customers into segments.In this case,what is ethnicity?

• A) E&V Bridal Studios' primary segmentation variable
• B) E&V Bridal Studios' primary environmental control
• C) E&V Bridal Studios' primary Differentiation guide
• D) E&V Bridal Studios' primary accessibility quotient

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