In the exercises below, consider the product offerings and identify whether they would fit best with an undifferentiated, differentiated, niche, or customized marketing approach.
Let's see how well you answered the questions.
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1. |
Offer a special unlimited time subscription to heavy game players. |
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Your Answer:
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Correct Answer: c. Concentrated (Niche) targeting |
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Appeals only to the heavy user target segment. |
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2. |
Offer a free mouse pad with any purchase. |
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Your Answer:
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Correct Answer: a. Undifferentiated targeting |
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Appeals to all groups. |
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3. |
Offer a discounted CD with book purchase; choose from 12 different CDs, depending on taste. |
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Your Answer:
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Correct Answer: b. Differentiated targeting |
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Appeals to all groups but in different ways. |
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4. |
Offer a customized greatest hits CD, pay one price and download any 12 to 20 tracks from 95 available. |
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Your Answer:
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Correct Answer: d. Customized targeting |
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Has customized appeal to all consumers. |
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