Question

After dividing the market into segments, Holiday Inn has created hotel offerings under the InterContinental, Crowne Plaza, Holiday Inn, Holiday Inn Express, Hotel Indigo and Candlewood Suites brands, targeted at price insensitive vacationers, ‘road warrior’ executives, price conscious travelers, and mobile middle class vacationers, respectively. This is an example of:

A. Micromarketing
B. Concentrated marketing
C. Undifferentiated marketing
D. Differentiated marketing
E. Mass marketing

Answer 1

Answer:

D. Differentiated marketing

Explanation:

Under the differentiated marketing strategy, a company will create a campaign for a product or service to two or more market segments. Under this strategy, the company may market the same product using different examples. For example, marketing the ''high quality'' of the product to luxurious customers and ''affordability/ low-cost'' to the price sensitive customers. Option D is an example of differentiated marketing.