If Deckers Inc, a producer of home siding, decking, and other wood products, focused its marketing efforts to home construction companies only, it would be using a(n) ____ strategy. If it sold the same products to both construction companies and DIY retailers such as Home Depot, it would be using a(n) ____ strategy.
A)undifferentiated; undifferentiated
B)undifferentiated; differentiated
C)differentiated; multisegmented
D)concentrated; differentiated
E)concentrated; concentrated

Question

Quizplus · Accepted Answer

Concentrated strategy involves focusing on one particular market segment. In this case, selling products to home construction companies only is an example of the concentrated strategy. However, if the company sells the same products to both construction companies and DIY retailers, it would be a differentiated strategy because the company is targeting two different market segments with different marketing mixes. Therefore, the correct answer is D - concentrated; differentiated.

If Deckers Inc, a Producer of Home Siding, Decking, and Other