Scenario 4-5 Jay and Carrie Garrett Operate a Small Retail Store in Store

question 7

Multiple Choice

Scenario 4-5
Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories called The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The senior liked them because they became the focus of a hobby. The professionals did not buy them for any other reason than décor.
-(Scenario 4-5) A few customers told the owners of the Plantatarium that they would like to see them carry a few varieties of cactus. The Garretts decided to devote a small corner of their store exclusively to cacti. These customers constitute an example of a ____.

• A) demographic segmentation
• B) psychographic segmentation
• C) market niche
• D) positioning

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Definitions:

Receptor

A specialized cell or group of nerve endings that responds to specific sensory stimuli like heat, light, or touch.

Polypeptide Chain

A long series of amino acids linked by peptide bonds, forming part of the structure of proteins.

Peptide Bond

A chemical bond formed between two amino acids during protein synthesis, characterized by the linkage of a carboxyl group of one amino acid to the amino group of another.

Amino Acids

Organic compounds that serve as the building blocks of proteins, essential for various bodily functions including tissue repair and nutrient absorption.