Question

A discount store attempting to sell its goods and services to a broad spectrum of consumers is employing a strategy of

A) Market Segmentation
B) Niche Marketing
C) Concentrated Marketing
D) Mass Marketing

Answer 1

A discount store targeting a broad spectrum of consumers is using a Mass Marketing strategy, aiming for a wide reach as opposed to targeting specific segments.

Step-by-step explanation:

A discount store attempting to sell its goods and services to a broad spectrum of consumers is undertaking a strategy of Mass Marketing. This approach is characterized by its aim to reach a wide audience with a general message. The opposite strategies, such as Market Segmentation, Niche Marketing, and Concentrated Marketing, target a more specific subset of the market or focus on particular market segments. Mass Marketing is akin to casting a wide net in the hope of attracting a large number of customers without personalizing the message to individual market segments.