Marketing managers have several choices in selecting a targeting strategy. Kristin Minks is a marketing manager with a craft bourbon distiller in Kentucky and knows that there are many different types of bourbon drinkers. However, she concentrates her marketing on the enthusiast or high-involved bourbon drinker who often enjoys a bourbon beverage before or after dinner, reads magazines to keep up with the craft bourbon industry, and is a member of their e-mail list and subscriber to the company's blog. Kristin knows that this segment of bourbon drinkers will consume more bourbon, be more likely to engage in positive word-of-mouth about the brand, and will also be more likely to purchase accessories such as glassware or T-shirts. Kristin is most likely utilizing the _____ targeting strategy, employing just one marketing mix and focusing on one target market segment.
A)differentiated
B)undifferentiated
C)homogeneous
D)concentrated

Question

Quizplus · Accepted Answer

Kristin is utilizing a concentrated targeting strategy, where she is focusing on one specific target market segment (enthusiast/high-involved bourbon drinkers) with a single marketing mix. This allows her to tailor her marketing efforts specifically to this segment, which can lead to more effective marketing and potentially higher sales. Undifferentiated targeting would involve targeting the entire bourbon drinking market with a single marketing mix, while differentiated targeting would involve targeting multiple segments with different marketing mixes. Homogeneous targeting is not a commonly used targeting strategy.

Marketing Managers Have Several Choices in Selecting a Targeting Strategy