It has been Tara's dream to open a bakery, and while she has experience in making all types of baked goods, she always gets rave reviews for her hand-decorated cakes. So, rather than open a bakery that offers a wide variety of baked goods, Tara has decided to open a specialty cake shop to cater to that market only. This is an example of
A)market fragmentation.
B)repositioning.
C)market segmentation.
D)limited marketing.
E)mass marketing.

Question

Quizplus · Accepted Answer

Tara's decision to open a specialty cake shop focusing on her strength in hand-decorated cakes, rather than offering a wide variety of baked goods, is an example of market segmentation. She is targeting a specific segment of the market that appreciates and seeks out specialty cakes.

It Has Been Tara's Dream to Open a Bakery, and While