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Marketing Managers Have Several Choices in Selecting a Targeting Strategy

question 190

Multiple Choice

Marketing managers have several choices in selecting a targeting strategy. Kristin Minks 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. Kristin 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. Kristin is most likely utilizing the _____ targeting strategy, employing just one marketing mix and focusing on one target market segment.

Definitions:

Monopolist

An entity or person that has exclusive control over the supply of a particular good or service in the market, potentially influencing prices and availability.

Greater Profits

Increased financial gains achieved by a business, indicating higher revenue over costs compared to a previous period or benchmark.

Discrimination

Unjust or prejudicial treatment of different categories of people, especially on the grounds of race, age, or sex, impacting societal equality and opportunities.

Price-Discriminating Monopolist

A monopolist that charges different prices to different consumers for the same product, based on their willingness to pay, to maximize profits.