Marketing Managers Have Several Choices in Selecting a Targeting Strategy

question 83

Multiple Choice

Marketing managers have several choices in selecting a targeting strategy. Jessica Brandt is a marketing manager with a craft bourbon distiller in Kentucky and knows that there are many different types of bourbon drinkers. However, she concentrates her marketing on the enthusiast or high-involved bourbon drinker who often enjoys a bourbon beverage before or after dinner, reads magazines to keep up with the craft bourbon industry, and is a member of their e-mail list and subscriber to the company's blog. Jessica knows that this segment of bourbon drinkers will consume more bourbon, be more likely to engage in positive word-of-mouth about the brand, and will also be more likely to purchase accessories such as glassware or T-shirts. Jessica is most likely utilizing the _____ targeting strategy, employing just one marketing mix and focusing on one target market segment.

• A) concentrated
• B) undifferentiated
• C) homogeneous
• D) differentiated

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Definitions:

Generalized Anxiety Disorder (GAD)

A mental health disorder characterized by chronic and excessive worry about various aspects of life, often to the extent that it interferes with daily activities.

Post-Traumatic Stress Disorder (PTSD)

A mental health condition triggered by experiencing or witnessing a traumatic event, characterized by flashbacks, nightmares, and severe anxiety.

Obsessive Compulsive Disorder (OCD)

A mental health disorder characterized by intrusive thoughts (obsessions) and repetitive behaviors (compulsions).

Rorschach

A psychological test in which subjects' perceptions of inkblots are recorded and then analyzed using psychological interpretation, complex algorithms, or both.