Deciding to target several market segments and design separate offers for each is called
A. undifferentiated marketing
B. differentiated marketing
C. concentrated marketing
D. mass marketing
E. cause marketing
Answer: (B) Differentiated marketing (segmentation) takes place when a firm offers different marketing mix elements to various segments of customers just as described in this question. Therefore, (B) is the correct answer. Undifferentiated marketing (A) and mass marketing (D) are the same and both are incorrect because they do not involve any segmentation at all. Concentrated marketing (segmentation) (C) occurs when a firm pursues just one segment of consumers with a unique marketing mix. That is not the case in this question. Cause marketing (E) is a joint marketing effort between a profit and nonprofit organization to benefit a social cause. Therefore, (E) is incorrect.