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:

Laboratory Situations

Controlled environments where experimental research is carried out.

Collectivistic Cultures

Societies that prioritize the group over the individual, emphasizing interdependence, family ties, and social harmony over personal achievement.

Conformity

The process of aligning one's feelings, thoughts, and actions with the norms, pressures, or expectations of a group.

Obedience

The act of following orders or directives from an authority figure, often without questioning them.