Questions: mylab.pearson.com CH 7 8 Quiz Question 11 of 19 This quiz: 20 point(s) possible This question: 1 point(s) The Coca-Cola Company sells beverages, ranging from soft drinks to juices to bottled water, to a variety of different segments. Which targeting strategy is Coca-Cola using? O A. Differentiated marketing O B. Local marketing O C. Concentrated marketing O D. Undifferentiated marketing O E. Individual marketing

mylab.pearson.com CH 7 8 Quiz Question 11 of 19 This quiz: 20 point(s) possible This question: 1 point(s) The Coca-Cola Company sells beverages, ranging from soft drinks to juices to bottled water, to a variety of different segments. Which targeting strategy is Coca-Cola using? O A. Differentiated marketing O B. Local marketing O C. Concentrated marketing O D. Undifferentiated marketing O E. Individual marketing
Transcript text: mylab.pearson.com CH 7 & 8 Quiz Question 11 of 19 This quiz: 20 point(s) possible This question: 1 point(s) The Coca-Cola Company sells beverages, ranging from soft drinks to juices to bottled water, to a variety of different segments. Which targeting strategy is Coca-Cola using? O A. Differentiated marketing O B. Local marketing O C. Concentrated marketing O D. Undifferentiated marketing O E. Individual marketing
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Solution

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The answer is A: Differentiated marketing.

Explanation for each option:

A. Differentiated marketing: This strategy involves targeting several market segments with a different offering for each. Coca-Cola uses this strategy by offering a wide range of beverages, such as soft drinks, juices, and bottled water, each tailored to different consumer preferences and needs.

B. Local marketing: This strategy focuses on tailoring products and marketing efforts to the needs and wants of local customer groups. While Coca-Cola may use local marketing in specific instances, the question highlights their broad range of products targeting different segments, which aligns more with differentiated marketing.

C. Concentrated marketing: This strategy involves focusing on a single market segment. Coca-Cola does not concentrate on a single segment but rather targets multiple segments with various products.

D. Undifferentiated marketing: This strategy involves targeting the whole market with one offer. Coca-Cola does not use this strategy as they offer a variety of products to cater to different segments.

E. Individual marketing: This strategy involves tailoring products and marketing programs to the needs and preferences of individual customers. Coca-Cola's approach is broader, targeting different segments rather than individual customers.

Therefore, the most appropriate answer is A: Differentiated marketing.

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