A major food retailer stocks the same brand of chicken throughout all its Australian stores in an effort to achieve economies through bulk purchasing.However,in the regional Victorian centre of Ballarat,the store manager has noticed that local consumers have a strong preference for the local 'Country Chicken' brand.Sales of fresh chicken in the Ballarat store are well below national averages and the manager fears that this may be having a detrimental effect on overall store traffic.He is planning to recommend that Head Office vary its store policy by allowing him to source chickens locally rather than from central stores.Which of the following is the store manager considering?
A)niche marketing
B)geographic specialisation
C)local marketing
D)focused strategy
E)mass customisation

Question

Quizplus · Accepted Answer

The store manager is considering sourcing chickens locally in order to cater to the local preference for 'Country Chicken' brand. This is an example of local marketing, which involves tailoring the marketing mix to meet the unique needs and preferences of local customers.

A Major Food Retailer Stocks the Same Brand of Chicken