A manufacturer of pre-cooked meals wants to change its marketing strategy to increase sales and to lower costs. It plans to shift from offering a selection of Greek and Italian foods to now offering only Italian pasta-based dishes. This manufacturer is moving away from
A) concentrated marketing.
B) differentiated marketing.
C) benefit segmentation.
D) undifferentiated marketing.

Question

Quizplus · Accepted Answer

Differentiated marketing involves targeting several market segments with different offerings for each. By moving from offering both Greek and Italian foods to only Italian pasta-based dishes, the manufacturer is reducing the diversity of its offerings, thus moving away from a differentiated marketing strategy.

A Manufacturer of Pre-Cooked Meals Wants to Change Its Marketing