Author Question: Describe the targeting strategies discussed in the text.[br][br][b][color=#151B54]Question ... (Read 62 times)

Tirant22 · **on:** Jun 29, 2018

Describe the targeting strategies discussed in the text.

Question 2

Complete the following sentence, then explain the result: Marketers cannot create measures with business value unless they first have: _____________.
Fill in the blank(s) with correct word

AISCAMPING · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

The text discusses the following targeting strategies: differentiated targeting, concentrated targeting, and undifferentiated strategies. Differentiated targeting target segments that want different benefits from a product and target them with different brands using different marketing strategies. Procter & Gamble typically uses this strategy with its detergent brands. Companies that can't afford to wage a differentiated strategy may choose to employ a concentrated strategy. A concentrated strategy targets a single segment with one brand. Mont Blanc targets the professional class with its pen. In the undifferentiated targeting strategy, a firm uses a standardized product and campaign. This increases profitability through economies of scale.

Answer to Question 2

1.

Marketers cannot create measures with business value unless they first have measurable objectives and then map their metrics to the objectives. This means that a marketer's research must be based on actual business objectives which can be measured by certain actions.