After Years of Using a Mass Marketing Strategy, Precision Print

question 59

Multiple Choice

After years of using a mass marketing strategy, Precision Print Shop has responded to new competition from larger companies by focusing on small market segments that have been ignored by these competitors. Precision believes that by offering these market segments personalized customer service it can attract a loyal group of customers willing to pay premium prices. What is Precision's strategy known as?

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

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Definitions:

Sensory Experience

The immediate, direct experience or perception obtained through the senses.

Sensation

Sensation is the process by which our sensory receptors and nervous system receive and represent stimulus energies from our environment.

Perception

The manner in which individuals structure and make sense of their sensory experiences to attribute meaning to the world around them.

Sensory Receptors

Specialized cells or neuronal structures that respond to environmental stimuli and transmit signals to the nervous system.