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:

Doctor-Patient Relationship

A formal relationship in which a physician owes a duty of care to a patient, characterized by elements of trust, confidence, and medical professionalism.

Commercial Speech

A type of speech that involves the marketing of services or products. It is protected under the First Amendment but subject to more regulations than private speech.

Central Hudson

Refers to the Central Hudson Gas & Electric Corp. v. Public Service Commission, a 1980 United States Supreme Court decision that established a test for determining when government restrictions on commercial speech violate the First Amendment.

First Amendment

A provision in the United States Constitution that prohibits the government from interfering with freedom of speech, religion, assembly, and the press.