Crisco is an all-vegetable shortening which helps cooks around the globe create better-tasting meals for their families. The company is part of Procter & Gamble and Crisco was developed in 1911. They released their first print advertisement in 1912 and focused on how Crisco could be used as a replacement to lard and butter. Crisco is still a dominant brand today and many families have the familiar blue tub of Crisco in their pantry as well as a container of liquid vegetable oil to use when cooking. Crisco believes its market is _______, where individuals have similar needs for the product and therefore utilize a _________ targeting strategy as they can incorporate a single marketing mix and direct it at the entire market for their sugar products.
A) homogeneous; undifferentiated
B) heterogeneous; undifferentiated
C) homogeneous, differentiated
D) heterogeneous, differentiated

Question

Quizplus · Accepted Answer

Crisco's market is homogeneous, meaning that their target customers have similar needs for the product (cooking oil/shortening). As a result, Crisco uses an undifferentiated targeting strategy, where they can incorporate a single marketing mix and direct it at the entire market.

Crisco Is an All-Vegetable Shortening Which Helps Cooks Around the Globe