E & V Bridal Studios Is a Wedding Consulting Business

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

Correct Answer:

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