A company offers separate marketing programmes for students, families and business customers. Which targeting approach is this?
Correct answer: B. Differentiated targeting
- A. Undifferentiated targeting
- B. Differentiated targeting
- C. Concentrated targeting
- D. Micromarketing
Explanation
Differentiated targeting serves several segments with separate offers or marketing programmes. Concentrated targeting focuses mainly on one segment, while undifferentiated targeting uses one offer for the whole market.
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Marketing covers how organisations identify customer needs, create value and exchange products or services through suitable markets. Key concepts include market segmentation, targeting, positioning, consumer behaviour, the marketing mix of product, price, place and promotion, branding, product life cycle and differences between marketing and selling.
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