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

Multiple Choice

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