Interior Designs Inc. sells expensive custom-made draperies, bedding, and accessories through sales representatives who are also interior designers. It also has another, slightly less expensive line that it sells through stores such as Nordstrom's and Saks Fifth Avenue. Interior Designs Inc. is most likely using a(n) ____ targeting strategy.
A) differentiated
B) undifferentiated
C) concentrated
D) homogeneous
E) heterogeneous

Question

Quizplus · Accepted Answer

Interior Designs Inc. is using a differentiated targeting strategy by offering two lines of products – expensive custom-made products sold through sales representatives who are also interior designers and a slightly less expensive line sold through stores. This allows them to target different segments of the market with varying levels of disposable income and preferences.