Problem:
The Book Spot (a fictitious company), is a family-owned used bookstore that is opening up across the street from the University of Washington. Answer the following questions.
1. The store wants to identify the various segments in its market. What approaches might the store owner use to segment this market? Identify two potential target market segments based on this segmentation approach.
2. Identify the retail mix that would be most appropriate for the two potential target segments identified in #1.
3. Identify the type of buying process (extended, limited, habitual) that potential bookstore customers may use. Based on this type of buying process, how might the owner encourage potential customers to shop at their store, or make a purchase once there?