Scott owns Buffalo Mountain Coffee in Deer Park,Ohio.He understands the need to segment his market,and available marketing research indicates there is much demand in the community for unique coffee drinks.However,he has few resources and cannot engage in intensive consumer research to precisely identify a segment.Which of the following strategies would you suggest he employ?
A) Develop an undifferentiated strategy,because it is not a large community and he could create a single marketing mix that would serve the entire community.
B) Employ a macrosegmentation strategy because the data needed for such a strategy are both easy to get and fit his 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 his buying market.

Question

Quizplus · Accepted Answer

Though less precise,single-variable segmentation has the advantage of being simpler and easier to use than multiple-variable segmentation.

Scott Owns Buffalo Mountain Coffee in Deer Park,Ohio