Gap Used Shopping Experience to Subdivide Its Customers into Different

question 79

Multiple Choice

Gap used shopping experience to subdivide its customers into different segments. Specifically, Gap learned from market research that its female and male customers want different shopping experiences (e.g., men come and go easily, women want exploration) . Which of the following aspects of managing customer relationships was Gap engaged in?

• A) Who: Determining the Customers to Serve
• B) What: Determining Which Customer Needs to Satisfy
• C) How: Determining Core Competencies Necessary to satisfy Customer Needs
• D) When: Determining When to Satisfy Customer Needs

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Definitions:

Narrative Transportation Theory

A theory suggesting that when people lose themselves in a story, their attitudes and intentions can be changed to reflect that story.

Elaboration Likelihood Model

A theory explaining how people are persuaded, distinguishing between two main routes to persuasion: central and peripheral.

Psychological Reactance Theory

A theory suggesting that individuals are motivated to restore their freedom when they experience restrictions or threats to their perceived choices.

Attitude Inoculation

A psychological technique that strengthens a person's resistance to persuasion by exposing them to weak arguments against their viewpoints.