12. A resort markets only to older adults. Which targeting approach?
Answer: A
Niche marketing
A resort that specifically markets only to older adults employs a niche marketing strategy. This approach focuses on a distinct segment of the population, catering to the unique preferences and needs of older adults.
A) Niche marketing
Niche marketing is the most appropriate strategy in this context as it targets a specific group—in this case, older adults. By concentrating on a particular demographic, the resort can tailor its services, amenities, and marketing efforts to meet the specific desires of this age group, thereby enhancing customer satisfaction and loyalty.
B) Mass marketing
Mass marketing is not applicable here as it involves targeting a broad audience with generalized messages. A resort focusing solely on older adults does not aim to appeal to the entire market, which is the essence of mass marketing. Thus, this option is irrelevant to the given question.
C) Product mix
Product mix refers to the variety of products a business offers, which does not directly relate to the strategy of targeting a specific demographic. While a resort may have a diverse range of services, the question specifically addresses the marketing approach, making this option incorrect.
D) Market penetration
Market penetration involves increasing market share within existing markets, typically through strategies like lowering prices or increasing promotion. This approach is not focused on demographic targeting, which is the crux of the question. Therefore, it does not apply to a resort that exclusively markets to older adults.
Conclusion
Niche marketing is the definitive correct answer as it specifically targets a well-defined segment of the market—older adults. In contrast, the other options either misinterpret the context or do not align with the targeted marketing strategy, thereby solidifying the uniqueness and effectiveness of niche marketing in this scenario.