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

Question

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

Quizplus · Accepted Answer

The Plantatarium is focusing on the benefit that different consumer segments seek from its offerings. By carrying a great deal of plants that flower throughout the year, the store is catering to the desire for a cheerful feeling that most consumers have expressed. This is an example of benefit segmentation, which involves dividing the market based on the benefits or values that consumers seek rather than on demographic or psychographic characteristics. Business-to-business segmentation involves dividing the market based on the type of business customers, while psychographic segmentation involves dividing the market based on personality traits, values, attitudes, and lifestyle. Repositioning involves changing the positioning of a product or brand in the market to appeal to a different target segment. None of these are relevant to the scenario described.

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