Kathy's son started school and brought home the supply list. Among the required supplies were green ink pens. Kathy thought that finding boxes carrying only green pens would be difficult until her neighbour informed her that Staples carried packs of twelve. In turn, Kathy shared this information with yet another mother down the block who was also perplexed as to where to purchase the pens. Which of the following approaches should Staples use in defining its market segment?

Question

Quizplus · Accepted Answer

Staples should use the "Benefit sought" approach, as the specific need for green ink pens represents a particular benefit or requirement that customers are seeking.

Kathy's Son Started School and Brought Home the Supply List