Seth Hoffman's Chain of Travel Agencies Has Identified the Lesbian

question 144

Multiple Choice

Seth Hoffman's chain of travel agencies has identified the lesbian, gay, bisexual, and transgender community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Seth to take advantage of this opportunity?

• A) develop a presence on LGBT-oriented social networking sites
• B) position his agency as focused on specialized experiences
• C) implement a mass marketing campaign
• D) place specially-targeted ads in gay-themed publications
• E) advertise on LOGO, the cable television network aimed at gays and lesbians and their friends and family

---

Definitions:

Stress

A state of mental or emotional strain or tension resulting from adverse or demanding circumstances.

Hormonal Onset

The beginning or initiation of hormonal changes in the body, often associated with developmental stages, such as puberty.

Pubescent Girl

A female who is in the stage of adolescence in which she begins to develop secondary sexual characteristics and undergoes physical and hormonal changes.

Ventral Striatum

A part of the brain that plays a significant role in the reward system and is involved in processing rewards, motivation, and decision making.