Scenario 6-4 Jay and Carrie Garrett Operate a Small Retail Store in Store

question 22

Multiple Choice

Scenario 6-4
Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named 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 seniors liked them because they became the focus of a hobby. The professionals did not buy them for any reason other than décor.
-(Scenario 6-4) The owners of this business have decided to carry a great deal of plants that flower throughout the year because most consumers have said they like them for the cheerful feeling they give.This suggests that The Plantatarium is focusing on what different consumers want from its offerings,that is,         segmentation.

• A) business-to-business 
• B) psychographic 
• C) benefit 
• D) repositioning

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Definitions:

Dialectical Reasoning

Dialectical reasoning is a method of argument for resolving disagreement that involves the exchange of arguments and counter-arguments, aiming to arrive at a truth through reasoned dialogue.

Algorithms

Step-by-step procedures or formulas for solving problems or completing tasks, often used in mathematics and computer science.

Nonconscious Process

Mental processes that occur outside of conscious awareness, influencing thoughts, feelings, and behaviors without our direct knowledge.

Conscious Awareness

The state of being awake and aware of one's surroundings, thoughts, and feelings.