'Camera House' takes a product specialisation approach, specialising in the sale of cameras. The product specialisation approach (or alternatively a market specialisation approach) will only be a beneficial marketing strategy for Camera House while:
A) clear market segments or product categories exist or can potentially exist in the market.
B) the market is characterised by a wide range of needs and product preferences.
C) individual market segments or product categories are sufficiently large to represent an opportunity for the organisation to achieve profitable sales volume.
D) Options a, b and c.
E) Only a and b.

Question

Quizplus · Accepted Answer

understand the target marketing concept. Market specialisation is a target marketing strategy in which all marketing efforts are focused on meeting a wide range of needs within a particular market segment. Product specialisation is a target marketing strategy in which all marketing efforts are concentrated on offering a single product range to a number of market segments. Specialisation approaches generally only succeed if the following conditions are met: (1) the market is characterised by a wide range of needs and product preferences; (2) clear market segments, or product categories, are identifiable, each with its own distinctive preferences or characteristics; (3) the market is clearly divisible into segments; (4) individual market segments, or product categories, are sufficiently large to represent profitable sales volume; and (5) the organisation is able to reach individual market segments with a particular marketing offer and mix.

'Camera House' Takes a Product Specialisation Approach, Specialising in the Sale