Michaels, a popular clothing brand, is trying to enter a new market by introducing a line of exclusive leather bags. The firm conducts research to understand the characteristics of retailers to determine the best channel for marketing its products. It decides to place its products with a retailer that exclusively sells leather bags. This retail store offers an assortment of merchandise, divided into categories, offering a wide choice to customers, which helps attract new and existing customers to the product.
-The type of retailer selected by Michaels is a:
A)discount store.
B)department store.
C)convenience store.
D)category specialist.
E)supermarket.

Question

Quizplus · Accepted Answer

The retailer selected by Michaels is a category specialist, which is a type of retailer that focuses on a specific category of products and offers a wide assortment and selection within that category. In this case, the retailer exclusively sells leather bags, which is the category Michaels wants to target with its new line of products. Choosing a category specialist can be a good strategy for introducing a new product because the retailer already has an established customer base interested in that specific category, which can help generate initial sales and build brand awareness.

Michaels, a Popular Clothing Brand, Is Trying to Enter a New