HomeVenture Inc

question 26

Multiple Choice

HomeVenture Inc.manufactures and sells a line of furniture under the brand name Elegant Lines.The firm has a 3 percent share of the U.S.furniture market,and competes with industry giants who have large economies of scale and marketing resources.However,Elegant Lines holds 65 percent of the overlooked "customized art furniture" segment,specializing in very expensive custom-designed,furniture.Each of the Elegant Lines furniture pieces is a unique piece of art.What type of market segmentation strategy is HomeVenture Inc.pursuing?

• A)a mass-segment strategy
• B)a niche-segment strategy
• C)a large-segment strategy
• D)a market-development strategy
• E)a mass-market strategy

---

Definitions:

Socially Approved

Refers to actions or behaviors that are accepted and endorsed by society or a specific community.

Nuclear Family

A fundamental social group composed of a pair of adults and their offspring.

George Murdock

An American anthropologist known for his studies on family structure and for compiling a social universals list.

Gender Inequality

The unequal treatment or perceptions of individuals based on their gender, manifesting in various aspects of public and private life.