Home Cookin' Catering would like to improve customer satisfaction and increase repeat business. When you ask the owners to describe a typical customer, they say it is impossible and explain that with corporate functions, family affairs, and fund-raisers, they do not have a typical customer. You suggest it is time for market segmentation because:
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. the company needs to reduce the size of the market it serves
c. the company needs 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
e. this will position the company in the minds of its consumers as compared to its competitors
ANSWER: a