RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners. He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running. Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner.
-In the RYAN'S RUNNERS MINI CASE, the process of dividing the athletic market into different subsets of shoe consumers, such as runners, basketball players, and golfers, is known as ________.
A) market targeting
B) product placement
C) product positioning
D) market segmentation
E) social marketing

Question

Quizplus · Accepted Answer

The process described is market segmentation, which involves dividing a broad market into smaller subsets of consumers who have common needs or characteristics. Ryan is focusing on one of these subsets, runners, by offering products and services tailored to their specific needs.

RYAN'S RUNNERS MINI CASE: Ryan Wants to Open a Store