Question

it has been mels 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 cakes. so, rather than open a bakery that offers a wide variety of baked goods, mel has decided to open a specialty cake shop to cater to that market only. this is an example of
multiple choice
market fragmentation.
repositioning.
market segmentation.
limited marketing.
mass marketing.

Explanation:

Market segmentation involves dividing a broad market into subsets of consumers with common needs. Mei focuses on hand - decorated cakes (a specific market segment) instead of a wide variety of baked goods. Market fragmentation is about a large market splitting into smaller, specialized ones (not the case here). Repositioning is changing a product's image. Limited marketing is too vague. Mass marketing targets a large, undifferentiated market (opposite of what Mei does).

Answer:

market segmentation.