Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors. Which of the following best describes Favorite Memories' market coverage strategy?
A) undifferentiated marketing
B) mass marketing
C) differentiated marketing
D) niche marketing
E) multisegment marketing

Question

Quizplus · Accepted Answer

The company is targeting a specific segment of the market (women over the age of 50 who are special occasion gift shoppers) that is often overlooked by major competitors. This is an example of niche marketing, which involves serving a small but specific and profitable market segment.

Favorite Memories Is a Small Company That Specializes in Serving