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 elaborate red gowns,and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar.E&V Bridal Studios uses a procedure called _____ to divide its large market.
A) micromarketing
B) positioning
C) market segmentation
D) cannibalization
E) perceptual mapping

Question

Quizplus · Accepted Answer

The situation described involves dividing a large market, which is the main goal of market segmentation. The company has different preferences among its customers and needs to appeal to these different segments, which is why it now uses a different marketing mix for different customers. Micromarketing refers to tailoring marketing efforts to specific individuals or locations, which is not quite the same as dividing a larger market into segments. Positioning refers to how a product or brand is perceived compared to its competitors, and while this could be a factor in the company's marketing mix, it's not the primary concern in this scenario. Cannibalization refers to when a new product or service takes market share away from an existing product or service, which is not applicable here. Perceptual mapping is a tool used to understand how consumers perceive different products or brands, and while this could be useful in developing a marketing mix, it's not the same as the process of dividing a larger market into segments.

E & V Bridal Studios Is a Wedding Consulting Business