An interior decorator has moved his business from Los Angeles to St. Paul, Minnesota, because his spouse's company transferred her to St. Paul. The decorator is distressed because the customers in his target market have, in his words, "banal and bourgeois taste." What is the decorator's problem?
A) The decorator does not understand that customer needs are neither right nor wrong, good nor bad.
B) The decorator has no core competencies that will transfer to his new geographic market.
C) The decorator should choose a strategy of cost leadership in this environment.
D) The decorator is highly affiliated with the new target market and understands how he can create value for it.

Question

Quizplus · Accepted Answer

The decorator's problem is that he is judging his potential customers based on his own personal tastes and biases. He needs to understand that customer needs are subjective and he should focus on finding ways to meet their needs and preferences, rather than trying to impose his own tastes on them.

An Interior Decorator Has Moved His Business from Los Angeles