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

question 197

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) develop an undifferentiated strategy,because it is not a large community and she could create a single marketing mix which would serve the entire community
• B) employ a macrosegmentation strategy because the data needed for such a strategy is both easy to get and fits her 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 her buying market

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