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.

---

Definitions:

U.S. Labor Law

The body of legislation, regulations, and judicial rulings that governs working conditions, employee rights, and labor relations in the United States.

Solidarity Unionism

A model of labor organization that emphasizes direct action and mutual support among workers, rather than formal union leadership and negotiation with employers.

Nonmajority Unions

Unions that represent workers for negotiation and rights purposes but do not have formal recognition or bargaining rights typically because they represent less than the majority of employees in a bargaining unit.

Civil Disobedience

The act of intentionally breaking or refusing to comply with laws as a form of protest, typically to bring about legal or social change.