Scenario 6

question 126

Multiple Choice

Scenario 6.1 Use the following to answer the questions.
Angels Kids Spa offers various treatments designed to appeal to the younger customer. Treatment options include manicures, pedicures, facials, tea parties, and dress up photos. Parents can even purchase a birthday party package. Currently, Angels offers its services only to girls under the age of 14. Originally begun in Delaware, Angels is considering opening its spa/salons in other parts of the country and is planning to expand its offerings to girls aged 14 to 17. The company realizes that some changes may be needed. For example, management wants to find out if the older girls will be interested in their birthday party and tea party services.
Refer to Scenario 6.1. Angels Kids Spa is currently using a(n) ____ targeting strategy.

• A) undifferentiated
• B) exclusive
• C) concentrated
• D) differentiated
• E) selective

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Definitions:

Gender Schema Theory

Theory of gender identity acquisition in which a child develops a mental pattern, or schema, for being male or female and then organizes observed and learned behavior around that schema.

Social Learning Theory

A theory that suggests people learn new behaviors through observational learning of others and the outcomes of those behaviors.

Sex Characteristics

Sex Characteristics involve the physical differentiation between males and females, which includes primary characteristics such as reproductive organs and secondary characteristics such as the distribution of muscle and fat.

Gender Stereotypes

Preconceived and oversimplified beliefs about the characteristics, attributes, and behaviors of males or females, based on their gender.