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.

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

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Definitions:

Functional Competition

Refers to competition among businesses that offer different goods or services that meet the same customer need or desire.

Direct Competition

Businesses or products that target the same customers and satisfy the same needs.

Lateral Competition

Competition between companies that offer the same or similar goods or services within the same industry.

Sociocultural

The combination of social and cultural factors that affect individual development.