Scenario 6-4
Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium.Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants.Subsequent market research conducted for them painted a different picture.This research identified three particularly strong market segments.The first was college students ages 18-24.The next segment was retired seniors ages 65-80.The third segment was professional offices for doctors, accountants, and lawyers.The college students liked houseplants because they dressed up their living spaces.The senior liked them because they became the focus of a hobby.The professionals did not buy them for any reason other than décor.
-(Scenario 6-4) The Plantatarium sends out direct mail offers to consumers in a nearby zip code area who have household incomes of greater than $40,000 a year.This is an illustration of a _____ strategy.

Question

Quizplus · Accepted Answer

The strategy described is geodemographic segmentation, which combines geographic and demographic factors, targeting consumers in a specific zip code area with a certain income level.

Scenario 6-4 Jay and Carrie Garrett Operate a Small Retail Store in Store