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

question 44

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) The Plantatarium promotes itself in different media using the phrase "An out of this world selection of unique plants." This phrase is a reflection of the firm's ____.

• A) target market
• B) positioning strategy
• C) VALS profile
• D) demographics

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Definitions:

Small Purchases

Transactions involving the procurement of goods or services with relatively low financial value.

Office

A room or set of rooms designated for the administrative or professional activities of a business, organization, or individual.

Family Medical Leave Act

U.S. federal law that entitles eligible employees to unpaid, job-protected leave for specified family and medical reasons.

Chemotherapy

A medical treatment using drugs to kill or stop the growth of cancer cells.