Crisco is an all-vegetable shortening that helps cooks around the globe create better-tasting meals for their families. The company is part of Procter & Gamble and Crisco was developed in 1911. They released their first print advertisement in 1912 and focused on how Crisco could be used as a replacement to lard and butter. Crisco is still a dominant brand today, and many families have the familiar blue tub of Crisco in their pantry as well as a container of liquid vegetable oil to use when cooking. Crisco believes its market is _______, where individuals have similar needs for the product. It therefore utilizes a _________ targeting strategy as it can incorporate a single marketing mix and direct it at the entire market for its products.
A) homogeneous; undifferentiated
B) heterogeneous; undifferentiated
C) homogeneous, differentiated
D) heterogeneous, differentiated

Question

Quizplus · Accepted Answer

Crisco believes its market is homogeneous, meaning that the individuals in the market have similar needs for the product. Therefore, it utilizes an undifferentiated targeting strategy as it can incorporate a single marketing mix and direct it at the entire market for its products.

Crisco Is an All-Vegetable Shortening That Helps Cooks Around the Globe