Jeanine is director of marketing for Swan bicycles in the U.S.Research has determined that her line of mid-priced bikes can be successfully marketed in China,but a new advertising tag line and accessories collection will be required to speak to the needs of Chinese bicyclists.Her target market strategy must exhibit a(n)_________________ approach.
A) differentiated
B) standardized
C) undifferentiated
D) unsegmented

Question

Quizplus · Accepted Answer

A differentiated approach involves creating unique marketing strategies and products for different target markets. In this case, Jeanine needs to create a new advertising tagline and accessories collection specifically for the Chinese market, indicating a need for a differentiated approach. A standardized approach (B) involves using the same marketing mix across all markets, while an undifferentiated (C) or unsegmented (D) approach involves targeting the entire market with a single marketing mix.

Jeanine Is Director of Marketing for Swan Bicycles in the U.S.Research