After years of using a mass marketing strategy, Digital Print Shops has responded to new competition from national chain stores
by focusing on small market segments that have been ignored by their larger competitors. Digital believes that by offering these market segments personalized customer services it can attract a loyal group of customers willing to pay premium prices. Digital's strategy to improve profits is known as :
A. environmental scanning.
B. niche marketing.
C. micro-marketing.
D. respondent change.
Micromarketing is a marketing strategy in which advertising inputs are focused on a small group of closely targeted consumers. Micro marketing is focused on individual steps that are part of an overall people. In this situation the campaign is geared toward a particular audience. Take for example, P & G made use of such marketing by introducing its Pantene Relaxed & Natural shampoo and conditioner product line, it then made a strategic moves by targeting African American ladies.
Niche marketing involves identifying and exploiting a small segment of a larger market by developing products to suit it. identifying and exploiting a small segment of a larger market by developing products to suit it.
A niche market cater for the unique demands that aren't being addressed by mainstream providers. Organisations pursue niche markets as a way to build loyalty and revenue with a largely-overlooked audience.
We can therefore conclude from the explanation in the questions as regards the activities of Digital Print Shops that it using a Niche marketing strategy
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