Question $8$

$4$ pts

You are the marketing manager for a company that creates content for online coursework. An employee approaches you with an idea for a course targeted to parents who home school their children. Subsequent research shows that this market is small, but passionate, and that there are no competitive products on the market. There are, however, plenty of products targeted to the homeschooled children. What is the best way to proceed with this suggestion?

Since homeschoolers meet all five criteria for effective market segmentation, you should proceed using a niche marketing approach.

Since homeschoolers are identifiable, measurable, and responsive, they meet only three of the five criteria. The idea should be abandoned.

Since homeschoolers meet all five criteria for effective market segmentation, but the market size is so small, you should consider a micromarketing approach.

Since homeschoolers are identifiable, measurable, accessible, and responsive, they only meet four of the five criteria. But, because there are no competitors in the market, you can ignore their small size and proceed with a differentiated strategy.