The purpose of the introduction of 3M Post-it Flag Highlighters was to
A. help college students with their studying.
B. increase production economies of scale by reducing manufacturing and marketing costs for Post-it Flags and Post-it Notes.
C. stay ahead of trends and focus its marketing program on only one segment.
D. stay ahead of trends and focus its marketing program on two mutually inclusive segments.
E. preempt a competitive move by Sanford's Sharpie to introduce a similar product.
Answer: A
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Rachel is the owner of a gift shop. She understands the need to segment her market, and available marketing research indicates there is much demand in the community for personalized gifts. She 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?
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