PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions .Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage.The pub advertises at community centers and churches in predominantly Irish areas of the city.On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St.Paddy's Day."
-In the PUB MINI CASE,by targeting such a specific market,The Celtic Knot is engaging in ________.
A) attitude research
B) external attribution
C) niche marketing
D) defensive attribution
E) attitude formation

Question

Quizplus · Accepted Answer

The Celtic Knot is practicing niche marketing by targeting a specific market (Irish immigrants or those with Irish heritage) and catering their pub to appeal to that group.

PUB MINI CASE: Sean and His Friends, Most of Whom