Question

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.

The Plantatarium promotes itself in different media using the phrase "An out-of-this-world selection of unique plants." This phrase is a reflection of the firm's :___________
a. positioning strategy.
b. VALS profile.
c. target market.
d. demographics.

Answer 1

a. positioning strategy.

Step-by-step explanation:

A positioning strategy is about how to position your product or service in your potential customers' minds. In other words, how do you want your customers to see your company?

This particular phrase is meant to make customers think that they can find different and unique plants in the Plantatarium.