bonitas firm manufactures salsa. in addition to other food products. the product is sold around the country…
bonitas firm manufactures salsa. in addition to other food products. the product is sold around the country. but the company adds extra jalapenos to salsa sold in texas. new mexico. and arizona because those customers prefer the extra heat and spice. the company also markets the product differently based on the region of the country where it is sold. this represents what type of targeting strategy? multiple choice differentiated concentrated niche undifferentiated geographic
Answer
Brief Explanations:
A differentiated targeting strategy involves a company creating multiple marketing mixes (product, price, place, promotion) for different market segments. In this case, the firm modifies the product (adding extra jalapeños) and marketing approach based on different regions (Texas, New Mexico, Arizona vs. other areas). This shows they are targeting multiple segments (here, different geographic segments) with distinct offerings, which is characteristic of a differentiated strategy. A concentrated strategy focuses on one narrow segment. A niche strategy is similar to concentrated but even more specialized. An undifferentiated strategy treats the whole market as one with a single marketing mix. Geographic is a type of segmentation variable, but the overall strategy (modifying for multiple segments) is differentiated.
Answer:
differentiated