With changes in technology,many markets are becoming increasingly fragmented.In response,marketers are moving away from mass marketing and engaging in:
A)mass media communication
B)mass customization
C)micromarketing
D)interactive marketing
E)relationship management See IMC Perspective 1-1.

Question

Quizplus · Accepted Answer

Micromarketing is a marketing strategy that targets a specific group or niche of customers, taking into account their unique needs, preferences, and behavior. With the increasing fragmentation of markets, it becomes more challenging for marketers to reach and appeal to the heterogeneous consumer groups. Therefore, micromarketing provides a better alternative to mass marketing, which treats all customers as one and the same. Micromarketing allows for a more personalized and targeted approach that can enhance customer engagement and loyalty.

With Changes in Technology,many Markets Are Becoming Increasingly Fragmented