Stouffer's offers gourmet entrees for one segment of the frozen dinner market and Lean Cuisine for another segment that wants both good taste and low calories.When Stouffer's chose to serve two well-defined market segments and develop distinct marketing mixes for each,it was implementing a(n)_____ strategy.
A) market integration
B) concentrated targeting
C) undifferentiated targeting
D) multisegment targeting
E) heterogeneous positioning

Question

Quizplus · Accepted Answer

A firm that chooses to serve two or more well-defined market segments and develops a distinct marketing mix for each has a multisegment targeting strategy.

Stouffer's Offers Gourmet Entrees for One Segment of the Frozen