It has been Shelly's dream to open a bakery,and while she has experience in making all types of baked goods,she always gets rave reviews for her hand-decorated cupcakes.So,rather than open a bakery that offers a wide variety of baked goods,Shelly has decided to open a specialty cupcake shop to cater to that market only.This is an example of
A)repositioning.
B)market fragmentation.
C)mass marketing.
D)market segmentation.
E)limited marketing.

Question

Quizplus · Accepted Answer

Shelly's decision to open a specialty cupcake shop to cater to the market for hand-decorated cupcakes demonstrates market segmentation, which involves dividing a larger market into smaller groups of consumers with similar needs or characteristics. By focusing on this particular market segment, Shelly can tailor her products and marketing efforts to better meet the needs and preferences of her target customers.

It Has Been Shelly's Dream to Open a Bakery,and While