Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Assume a large market (shown by a "3")is three times the size of a small market (shown by a "1").Similarly,assume a medium market (shown by a "2")is twice the size of a small market.The LARGEST potential market segment consists of
A)students that live in a dormitory.
B)students that live in an apartment.
C)students that are day commuters.
D)students that are night commuters.
E)faculty or staff members.

Question

Quizplus · Accepted Answer

According to the market-product grid, the largest potential market segment is the medium market (2) of students living in apartments. This segment is twice the size of the small market (1) of students living in dormitories and four times the size of the small market of day commuters (0.5). It is also likely to have more discretionary income and therefore be a more attractive market for a restaurant like Wendy's. The other options - students who are day or night commuters or faculty/staff members - have smaller market sizes and may be less likely to be regular customers of a fast-food restaurant on campus.

Figure 9-9 Above Shows the Market-Product Grid for a Wendy's