When a retailer incorrectly feels that the majority of his customers are men shopping for tools when in fact most customers are women shopping for linens, they are experiencing gap 2.

Question

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The scenario describes a gap 1 error, which is the difference between what the retailer believes customers want and what customers actually want. Gap 2 refers to the difference between the retailer's service design and the actual service delivered to customers.

When a Retailer Incorrectly Feels That the Majority of His