You have just been promoted to vice president of marketing for your firm. Unlike your predecessor, you believe the firm can increase its sales in a market by focusing on more than one segment of the market. You recognize to do this means your firm will incur higher production costs. Based on this information, which of the following targeting strategies are you advocating?
A) A concentrated targeting strategy
B) An undifferentiated targeting strategy
C) A broad-based targeting strategy
D) A differentiated targeting strategy
E) A heterogeneous targeting strategy

Question

Quizplus · Accepted Answer

The differentiated targeting strategy involves targeting multiple market segments with specific marketing mixes tailored to each segment. This approach recognizes that there are distinct groups of customers with different needs and preferences, and seeks to develop marketing programs that address those unique characteristics. This typically involves higher production costs, as the firm must create different products, promotions, and distribution channels for each segment. This is the approach advocated by the new vice president of marketing.

You Have Just Been Promoted to Vice President of Marketing