A Target Marketer Who Uses Two Different Marketing Mix Strategies

question 45

Multiple Choice

A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying:

• A) the broad market approach.
• B) the single target market approach.
• C) the multiple target market approach.
• D) the combined target market approach.
• E) the generic market approach.

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Definitions:

Cognitive Dissonance Theory

A theory suggesting that we have an inner drive to hold all our attitudes and beliefs in harmony and avoid disharmony (or dissonance).

Festinger

Refers to Leon Festinger, a social psychologist best known for his theory of cognitive dissonance, which describes the feelings of discomfort resulting from holding two conflicting beliefs.

Face-to-Face Interactions

Direct communication or exchange between people who are physically present in the same location.

Latin Americans

People from countries in Latin America, characterized by diverse cultural, ethnic, and historical backgrounds.