A product positioning analysis shows the three different retail operations of a conglomerate retailer to be clustered in three different sectors.The retailer is perceived to be undertaking a mass marketing retail strategy.

Question

Quizplus · Accepted Answer

The fact that the three different retail operations are clustered in three different sectors suggests that the conglomerate is practicing a multi-segment targeting strategy rather than a mass marketing strategy. Mass marketing involves targeting a single market segment with a standardized product and marketing mix.

A Product Positioning Analysis Shows the Three Different Retail Operations