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 supporting organizations who 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 upon this information, which orientation best applies to The Gap?

Question

Quizplus · Accepted Answer

The information presented in the scenario suggests that The Gap is focused on understanding the needs and desires of their target market (Millennials) in order to reorganize their company, develop new products, and communicate more effectively. This indicates a market orientation, which prioritizes understanding and meeting the needs of customers.

The Gap Conducted Marketing Research to Identify Explanations for the Sales