Tennot Inc. sells used cars. It focuses solely on low-income customers who prefer to buy an old car rather than a new one. Therefore, it develops one marketing mix that targets the low-income group. In this scenario, Tennot Inc. most likely uses a(n)_____.
A)undifferentiated targeting strategy
B)multisegment targeting strategy
C)concentrated targeting strategy
D)universal targeting strategy

Question

Quizplus · Accepted Answer

Concentrated targeting strategy focuses on targeting a specific market segment with a single marketing mix, which is consistent with Tennot Inc.'s focus on low-income customers who prefer used cars. Undifferentiated targeting strategy targets the entire market with a single marketing mix, which is not consistent with Tennot Inc.'s focus on a specific market segment. Multisegment targeting strategy targets multiple market segments with different marketing mixes, which is also not consistent with Tennot Inc.'s focus on a specific market segment. Universal targeting strategy does not exist in marketing.