Question

1. After dividing the market into segments, Holiday Inn has created hotel offerings under the InterContinental, Crowne Plaza, Holiday Inn, Holiday Inn Express, Hotel Indigo and Candlewood Suites brands, targeted at price insensitive vacationers, ‘road warrior’ executives, price conscious travelers, and mobile middle class vacationers, respectively. This is an example of:

   		Micromarketing
   		Concentrated marketing
   		Undifferentiated marketing
   		Differentiated marketing
   		Mass marketing

Answer 1

The correct option is option 4. This is an example of Differentiated marketing:

Differentiated marketing is a type of marketing strategy where a firm offers products or services to a number of market segments and develops separate marketing strategies for each.

In this example, depending upon the consumers the market is catering to , the market is divided into various segments.