Part 4

In the exercises below, consider the product offerings and identify whether they would fit best with an undifferentiated, differentiated, niche, or customized marketing approach.

Promotion/marketing communication decisions:

1. Place advertising in mass-market vehicles such as Time, Friends, and Yahoo! 2. Place advertising only in specific vehicles such as Real Life, South Park, and Details. 3. Use pop-up screens with special offers based on past purchase history. 4. Place tailored ads in a variety of publications such as Maxim, Vogue, Glamour, and Gear.

a. Undifferentiated targeting b. Differentiated targeting c. Concentrated (Niche) targeting d. Customized targeting

 
 
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