To capitalize on the diversity that the domestic market provides, small business

Question

To capitalize on the diversity that the domestic market provides, small businesses
should:
a. use a "shotgun approach" to marketing, firing marketing blasts at every potential
customer they see, hoping to capture some of them.
b. pursue a "one-size-fits-all" marketing approach designed to appeal to the mass
market so that they can reach as many potential customers as possible.
c. follow a "rifle approach" to marketing, focusing on narrow market segments and
taking the time to recognize, understand, and cater to the specific needs of each
segment.
d. try to outspend their competitors in advertising, promotional, and marketing
campaigns.

Explanation / Answer

c. follow a "rifle approach" to marketing, focusing on narrow market segments and taking the time to recognize, understand, and cater to the specific needs of each segment.

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