After Years of Using a Mass Marketing Strategy, Digital Print

question 222

Multiple Choice

After years of using a mass marketing strategy, Digital Print Shops has responded to new competition from national chain stores by focusing on small market segments that have been ignored by their larger competitors. Digital believes that by offering these market segments personalized customer services it can attract a loyal group of customers willing to pay premium prices. Digital's strategy to improve profits is known as:

• A) environmental scanning.
• B) niche marketing.
• C) micro-marketing.
• D) respondent change.

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Definitions:

Potential Customers

Individuals or entities who have shown interest in a company's product or service but have not yet made a purchase.

Publicity Campaign

A coordinated promotional strategy aimed at attracting public attention and awareness to a product, service, or event.

Employee Volunteers

Workers who offer their services and skills to a cause or for community service without monetary compensation through their employer's volunteer programs.

Public Relations

The professional maintenance of a favorable public image by a company or other organization or a famous person.