Part 4: Solution
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.
Promotion/marketing communication decisions:
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Place advertising in mass-market vehicles such as Time, Friends, and Yahoo! |
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Your Answer:
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Correct Answer: a. Undifferentiated targeting |
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Appeals to wide, undifferentiated markets. |
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Place advertising only in specific vehicles such as Real Life, South Park, and Details. |
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Your Answer:
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Correct Answer: c. Concentrated (Niche) targeting |
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Appeals only to a specific market segment. |
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3. |
Use pop-up screens with special offers based on past purchase history. |
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Your Answer:
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Correct Answer: d. Customized targeting |
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Appeals to individual tastes. |
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4. |
Place tailored ads in a variety of publications such as Maxim, Vogue, Glamour, and Gear. |
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Your Answer:
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Correct Answer: b. Differentiated targeting |
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Appeals to different groups in different ways. |
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