Cindy Patel Is the New Owner of a Stationery Shop

Multiple Choice

Cindy Patel is the new owner of a stationery shop.She understands the need to segment her market,and available marketing research indicates there is much demand in the community for personalized gifts.Patel 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 that would serve the entire community
B) employ a macro segmentation strategy because the data needed for such a strategy are both easy to get and fit 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