Seth Hoffman's chain of travel agencies has identified the lesbian, gay, bisexual, and transgender community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Seth to take advantage of this opportunity?
A) develop a presence on LGBT-oriented social networking sites
B) position his agency as focused on specialized experiences
C) implement a mass marketing campaign
D) place specially-targeted ads in gay-themed publications
E) advertise on LOGO, the cable television network aimed at gays and lesbians and their friends and family

Question

Quizplus · Accepted Answer

Implementing a mass marketing campaign would be the least effective component of a marketing plan for Seth to take advantage of the LGBT market. This community is a specialized market, and a mass marketing campaign would not effectively target their specific needs and interests. Instead, options such as developing a presence on LGBT-oriented social networking sites, positioning the agency as focused on specialized experiences, placing specially-targeted ads in gay-themed publications, and advertising on LOGO, would be more effective ways to reach and connect with the target market.

Seth Hoffman's Chain of Travel Agencies Has Identified the Lesbian