In your neighborhood there is a small men's store that has a limited selection of clothing, but the selection that is carried is of very high quality and price. Services include free alterations and tailoring, personalized recordkeeping, and free dry cleaning. Inside the store are deep leather chairs and couches and thick pile carpet. Upon entering the store, a customer feels "special and rich." In terms of differentiation, what is this retailer trying to communicate by its decorations and service level?

Question

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The store is trying to differentiate itself based on its services mix and atmosphere. This is evident from the personalized recordkeeping, free alterations and tailoring, free dry cleaning, and luxurious atmosphere inside the store. All of these factors are geared towards making the customer feel special and taken care of, which is a unique service offering compared to other men's stores in the neighborhood.

In Your Neighborhood There Is a Small Men's Store That