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 and 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 clearly targeting a specific segment of the bourbon drinker population - the high-involved enthusiast. She is concentrating her marketing efforts on this segment and tailoring the marketing mix to their specific needs and preferences. This is the definition of a concentrated targeting strategy. Undifferentiated targeting would involve targeting the entire bourbon drinker population with a single marketing mix, while differentiated targeting would involve targeting multiple segments with different marketing mixes. Homogeneous targeting is not a recognized targeting strategy.

Marketing Managers Have Several Choices in Selecting a Targeting Strategy