The Gap conducted marketing research to identify explanations for the sales declines their various retail stores (e.g., Gap, Banana Republic, and Old Navy) are experiencing across the United States. The research focused on understanding the shopping habits and desires of their target market-the Millennial generation. The results indicate that Millennials are more interested in supporting organizations that stand for something-or support a cause or contribute to providing social justice. The information can assist The Gap in reorganizing their company, developing new products, and communicating with their target audiences to be more effective. Based on this information, which orientation best applies to The Gap?

Question

Quizplus · Accepted Answer

The Gap's focus on conducting marketing research to understand the shopping habits and desires of their target market (Millennials), and using the information to reorganize the company, develop new products, and communicate more effectively, demonstrates a market orientation. This means that The Gap is customer-focused, and uses the insights gained from marketing research to create and deliver products that meet the needs and wants of their target market.

The Gap Conducted Marketing Research to Identify Explanations for the Sales