Question

When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) __________ targeting strategy.
a. concentrated
b. micromarketing
c. benefit-driven
d. differentiated
e. undifferentiated

Answer 1

Answer: Penguin Catering was using a Concentrated targeting strategy.

An organization that adopts a concentration strategy chooses to focus its marketing efforts on only one very defined and specific market segment. Accordingly, only one marketing mix is developed. For example, the manufacturer of Rolex watches has chosen to concentrate on the luxury segment of the watch market.