Scenario 3-7
Patricia Curtis has been running the Ferrets First Rescue and Shelter (FFRS) since 1996. FFRS is in the business of ferret pickup and rescue, as well as ferret boarding and training, and education for ferret owners. Curtis would like to expand her operations, and has been asked to write a marketing plan in order to apply for a bank loan. She knows she can better serve ferrets and ferret owners if she can expand her target audience to schools, animal control officers at city facilities, and pet stores. To do this, she must increase marketing communications.
-Refer to the scenario. By marketing its existing ferret services to people who work with ferrets (such as educators, city officers, and pet store managers) in addition to ferret owners, what would FFRS be engaged in?

Question

Quizplus · Accepted Answer

Market development involves expanding the target audience by reaching out to new groups of customers or users. In this case, FFRS is seeking to expand its target audience to include schools, animal control officers at city facilities, and pet stores. This is an example of market development, as FFRS is seeking to develop new markets for its existing services.

Scenario 3-7 Patricia Curtis Has Been Running the Ferrets First Rescue and Rescue