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:

Improve Everyone's Life

The endeavor or action aimed at enhancing the living conditions and overall well-being of every individual in a community or society.

Marxist

Pertaining to the political and economic theories of Karl Marx and Friedrich Engels, which advocate for the class struggle against capitalism leading to a society where property is publicly owned.

Micro-Level Interactions

Interpersonal social interactions focusing on small-scale patterns of individuals' social behavior in specific contexts.

Symbolic Interactionism

A sociological perspective focusing on how individuals interpret and give meaning to social symbols in their interactions.