Many firms make an effort to identify smaller,better-defined target groups by using ________.
A) differentiation
B) concentrated marketing
C) multiple segmentation bases
D) positioning
E) mass marketing

Question

Quizplus · Accepted Answer

Multiple segmentation bases allow firms to identify smaller, better-defined target groups by using multiple variables such as demographics, psychographics, and behavior. This results in greater precision in targeting specific groups of consumers. Differentiation refers to creating a unique product or service offering to appeal to a specific target market. Concentrated marketing is focusing on a single, well-defined target market. Positioning refers to how a product is perceived in the minds of consumers relative to competing products. Mass marketing is an approach where a firm targets the entire market with a single marketing mix.

Many Firms Make an Effort to Identify Smaller,better-Defined Target Groups