Which of the following statements is correct?
A) Mass marketing is best suited to situations where buyers have common wants, needs and demands.
B) Target marketing is best suited to situations where subgroups in the market can be identified that have similar characteristics.
C) One-to-one marketing is best suited to situations where buyers have unique wants, needs and demands.
D) All of the options listed.
E) Only b and c are correct.

Question

Quizplus · Accepted Answer

understand the target marketing concept. The choice of marketing strategy typically involves a degree of compromise between the necessity to respond to the particular desires of potential customers and the objective of achieving the lowest possible production costs. So long as all consumers have homogeneous needs, the model of mass marketing is extremely successful and profitable. Target marketing is based on the premises that (1) individual buyers or groups of buyers can be identified, (2) sellers understand the needs of buyers, and (3) sellers will seek to shape their offer to meet the needs of target buyers. The marketer may decide to make a differentiated offer to each individual buyer - one-to-one or customised marketing - in cases in which customers have unique wants, needs and demands.

Which of the Following Statements Is Correct