Question

Chipotle has become popular with a variety of people. It recently identified a primary customer segment in Millennials. To win over this demographic group, traditional media is less authentic in the perception of Millennials, therefore, Chipotle does not use traditional media, and its marketing and promotion focus on maintaining a large online and social media presence. Here Chipotle is likely to use:

a. undifferentiated targeting.b. differentiated marketing.c. multisegment targeting.d. concentrated targeting.

Answer 1

Answer: Concentrated targeting

Step-by-step explanation: It refers to a business strategy in which an organisation focuses its marketing promotional efforts to a specified market segment. Organisations using this strategy are very clear about their target market.

In the given case, Chipotle knows that majority of their customers comes from the millennials and people of this age group uses social media heavily.

Thus, the decision of promotion through social media is an example of concentrated marketing.