Which targeting strategy aims for a large share of one or a few smaller niches?

• A. Undifferentiated Mass Marketing
• B. Differentiated Targeting Strategy
• C. Concentrated Targeting Strategy
• D. Micromarketing

Answer: (C)

The idea being tested is how a firm allocates its marketing effort across market segments. A concentrated targeting strategy focuses on one or a few small niches and aims to capture a large share within those niches by tailoring the product, price, distribution, and promotion to their specific needs. This approach leverages a deep understanding of the chosen segment, enabling highly relevant offerings and messaging that can build strong loyalty and a dominant position inside that niche. It trades breadth for depth, prioritizing strong performance in a limited area rather than trying to appeal to a broad audience. This differs from undifferentiated mass marketing, which targets everyone with a single approach; from a differentiated strategy, which serves multiple segments with distinct offerings; and from micromarketing, which tailors to individuals or very small groups. For example, a premium brand might concentrate all its marketing on expert enthusiasts within a niche, aiming to become the leading choice in that specific group rather than attempting to appeal to the entire market.