Article Summary
As a part of its 2013 marketing campaign, the Greater Fort Lauderdale Convention & Visitors Bureau (CVB) set its sights on increasing travel to the region by with promotions to the lesbian, gay, bisexual and transgender community (LGBT). From August through November, the CVB has events scheduled across the United States and globally in an effort to attract a larger share of this travel segment. According to the CVB, Fort Lauderdale is the state's largest and most popular diverse gay capital, and their marketing efforts helped attract 1.2 million LGBT tourists who spent $1.4 billion in 2012.
Source: Arlene Satchell, "Lauderdale CVB ramps up LGBT summer marketing," Sun Sentinel, June 29, 2013.
-Refer to the Article Summary. By marketing to the LGBT community, Fort Lauderdale and the CVB are trying to set the city apart from competing travel destinations. This is an example of
A) defending a brand name.
B) blocking entry into the market.
C) legally enforcing a trademark.
D) product differentiation.

Question

Quizplus · Accepted Answer

The strategy of marketing to the LGBT community is an example of product differentiation, as the CVB is using promotions and events to set Fort Lauderdale apart from other travel destinations and appeal to a specific segment of travelers.

Article Summary As a Part of Its 2013 Marketing Campaign, the Greater