In a concentrated targeting strategy, a firm:
a. selects one segment of a market for targeting its marketing efforts.
b. adopts a mass-market philosophy for targeting a market.
c. views the market as one big market with no individual segments.
d. chooses to serve two or more well-defined market segments.
ANSWER: a
In a concentrated targeting strategy, a firm selects a market nicheâ€"one segment of a marketâ€"for targeting its marketing efforts. Because the firm is appealing to a single segment, it concentrates on developing and maintaining a highly specialized marketing mix.
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A broker wants to charge her clients a flat fee for her commission, so that no matter what price a home sells for, the broker will receive the same amount of compensation. Which of the following must occur before the broker can make such arrangements?
A. Special permission must be granted by the state legislature. B. There must be a history of such a compensation plan in the area C. The clients must be given a choice between a percentage commision plan and the broker's proposed plan. D. Clients must agree to the arrangement
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