ABC Company segmented its broad product market and decided to target two segments, offering each segment a different marketing mix. Which approach is ABC Company following?
A. Differentiated segmentation
B. Concentrated segmentation
C. Mass marketing
D. Green marketing
E. Societal marketing
Answer: (A) Differentiated segmentation takes place when a firm offers different marketing mix elements to various segments of customers just as described in this question. Therefore, (A) is the correct answer. Concentrated segmentation (B) occurs when a firm pursues just one segment of consumers with a unique marketing mix. That is not the case in this question. Mass marketing (C) is incorrect since it does not involve any segmentation at all. Green marketing (D) is environmentally friendly marketing, which has nothing to do with the question. Similarly, societal marketing (E) is a marketing philosophy that tries to balance consumers' short-term needs with societal welfare. This too is irrelevant with respect to the question, so (E) is incorrect.