AN ESSENTIAL PART OF MARKETING STRATEGY IS TARGET MARKET STRATEGY....

12. An essential part of marketing strategy is target market strategy. Selection of target market(s) drives

marketing objectives and selection of the marketing mix (the four Ps). What are the three general

strategies for selecting target markets?

ANS:

The strategies are to:



appeal to the entire market with a single marketing mix



concentrate on only one segment of the market



appeal to multiple market segments using multiple marketing mixes

PTS: 1

REF: 38

OBJ: 02-8

TOP: AACSB Communication

KEY: CB&E Model Strategy

MSC: BLOOMS Level V Synthesis