Quality Ceramic, Inc. (QCI) defined five submarkets within its broad product-market. To obtain some economies of scale, QCI decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected two submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets. QCI is using the
A) combined target market approach.
B) single target market approach.
C) multiple target market approach.
D) mass marketing approach.
E) None of these is a good choice for Quality Ceramic.

Question

Quizplus · Accepted Answer

Quality Ceramic, Inc. is using the combined target market approach by selecting two submarkets with similar needs and using one basic marketing mix, with minor adjustments, to appeal to both.