In a concentrated targeting strategy, a firm:
a. selects one segment of a market for targeting its marketing efforts.
b. adopts a mass-market philosophy for targeting a market.
c. views the market as one big market with no individual segments.
d. chooses to serve two or more well-defined market segments.
ANSWER: a
In a concentrated targeting strategy, a firm selects a market nicheâ€"one segment of a marketâ€"for targeting its marketing efforts. Because the firm is appealing to a single segment, it concentrates on developing and maintaining a highly specialized marketing mix.
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