Paper 2 · November 2019 · Marketing and the Marketing Mix
What is the term for a marketing strategy that involves dividing a market into segments and concentrating on the one or few segments whose needs and desires best suit a firm's product?
Model answer
target marketing
Also accepted: targeting, target marketing strategy
Explanation
Target marketing means identifying distinct segments of the overall market and focusing marketing effort on the segment(s) that best match what the firm offers, rather than trying to serve the whole market at once.
Derived from ZIMSEC Business_studies Paper 2, November 2019, Q4