Scenario 8-1
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.E&V studios are located in urban areas such as Toronto and Vancouver.
-Refer to the scenario. Chinese brides want elaborate red gowns, and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar. Which procedure does E&V Bridal Studios use to divide its large market?
A)micromarketing
B)positioning
C)market segmentation
D)cannibalization

Question

Quizplus · Accepted Answer

E&V Bridal Studios uses market segmentation to divide its large market. It recognizes the need for a different marketing mix to appeal to its ethnic customers and targets specific segments, such as Chinese and Vietnamese brides, with different products and services that meet their unique needs and preferences.

Scenario 8-1 E&V Bridal Studios Is a Wedding Consulting Business Designed to Designed