Question

Marketers for C & H Sugar believe that consumers have similar needs for the product. C & H will most likely use a(n) ___________ approach in defining a target market.

a) undifferentiated
b) differentiated
c) product strategy
d) cost-benefit
e) demographic

Answer 1

C & H Sugar is likely to use an undifferentiated marketing strategy, assuming a homogeneous market with similar consumer needs for sugar. This contrasts with differentiated or niche marketing and aligns with the view that sugar as a product does not require high degrees of differentiation.

Step-by-step explanation:

Marketers for C & H Sugar who believe that consumers have similar needs for their product are most likely to employ an undifferentiated marketing approach when defining their target market. This approach assumes that the market is homogeneous, and the same product can be offered to all consumers without the need for significant variations. In contrast to differentiated marketing, which targets multiple segments with tailored strategies, or a niche marketing strategy which focuses on specific, well-defined segments, the undifferentiated strategy treats the market as a single entity.

The debate on whether a market-oriented economy produces the optimal amount of variety is relevant to this choice. Critics argue that excessive product differentiation may lead to socially wasteful spending, while proponents believe differentiated products deliver substantial benefits to consumers. C & H Sugar's decision to use an undifferentiated approach suggests that the company perceives sugar as a staple commodity for which consumers do not demand significant variety or differentiation.