Question

Legos makes multiple lines of products, including Duplos (for toddlers), various Lego kits and games (for boys 7-12 years of age), Friends and Disney Princess Lego kits (for girls 7-12 years of age), Technics (automated kits for teenage boys), and Legos Architecture (for young adults and college students). For each of these product lines, Lego targets a specific segment of consumers and develops different promotional strategies to appeal to each segment. This illustrates:

Answer 1

LEGO's multiple product lines and tailored promotional strategies illustrate market segmentation.

Step-by-step explanation:

LEGO's multiple product lines and the development of different promotional strategies for each line illustrate the concept of market segmentation. Market segmentation is when a company divides its target market into distinct groups based on characteristics such as age, gender, or interests, and then tailors its products and marketing efforts to appeal to each group. LEGO effectively targets different segments of consumers by creating specific product lines, such as Duplos for toddlers and Technics for teenage boys, and by using different promotional strategies for each line, such as advertising different features or themes to appeal to different age groups or interests.

Answer 2

Question Completion:

O an undifferentiated targeting strategy.

O a differentiated (multi-segment) targeting strategy.

O a concentrated targeting strategy.

O none of these.

O an non-concentrated targeting strategy.

Answer:

Legos

This illustrates:

O a differentiated (multi-segment) targeting strategy.

Step-by-step explanation:

The company is using a differentiated, multi-segment targeting strategy. The multi-segments targeted are toddlers, boys 7-12 years of age, girls 7-12 years of age, teenage boys, and young adults and college students. With this differentiated multi-segment marketing, Legos targets each segment in a different way, providing unique benefits to the different market segments. The purpose is to maximize sales and profits by meeting the multivariate needs of the various segments.