Rolls-Royce does not want to market to every driver in the U.S. The company has identified a small group of people whose incomes and lifestyles make them most likely to purchase a Rolls. Since the car manufacturer's marketing efforts are concentrated on this group, Rolls can be said to be using a ________strategy.
A) undifferentiated marketing
B) multiple-segment
C) single-segment
D) mass marketing
E) market aggregation

Question

Quizplus · Accepted Answer

Rolls-Royce is using a single-segment strategy by focusing its marketing efforts on a specific group of people with the income and lifestyle that align with their brand, rather than targeting the broader market.

Rolls-Royce Does Not Want to Market to Every Driver in the U.S