The Brown Sisters Own Creative Catering and Would Like to Improve

Multiple Choice

The Brown sisters own Creative Catering and would like to improve customer satisfaction and increase repeat business. When you ask them to describe a typical customer, they say it is impossible and explain that with corporate functions, family affairs, and fundraisers, they do not have a typical customer. Why should they use market segmentation?

A) It will enable them to build an accurate description of customer needs by group and to design a marketing mix to fit each segment.
B) It will allow Creative Catering to reduce the size of the market it serves.
C) It will allow Creative Catering to learn how to group these markets together into one market to serve all of them adequately.
D) It will help develop a generalized definition of the market as a whole and reveal the optimal marketing mix for this market.