Marketing managers have several choices in selecting a targeting strategy. Jessica Brandt is a marketing manager with a craft bourbon distiller in Kentucky and knows that there are many different types of bourbon drinkers. However, she concentrates her marketing on the enthusiast or high-involved bourbon drinker who often enjoys a bourbon beverage before or after dinner, reads magazines to keep up with the craft bourbon industry, and is a member of their e-mail list and subscriber to the company's blog. Jessica knows that this segment of bourbon drinkers will consume more bourbon, be more likely to engage in positive word-of-mouth about the brand, and will also be more likely to purchase accessories such as glassware or T-shirts. Jessica is most likely utilizing the _____ targeting strategy, employing just one marketing mix and focusing on one target market segment.
A) concentrated
B) undifferentiated
C) homogeneous
D) differentiated

Question

Quizplus · Accepted Answer

Jessica is utilizing the concentrated targeting strategy by focusing on one specific segment of the bourbon drinking market. She is tailoring her marketing efforts to appeal to the enthusiast/high-involved bourbon drinker and not trying to appeal to multiple segments with different marketing mix strategies.

Marketing Managers Have Several Choices in Selecting a Targeting Strategy