Association of Chartered Certified Accountants (ACCA) Certification Practice Test

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What is targeted marketing?

Aiming at all potential customers
Marketing to a single, specific market segment
Marketing to several different segments
Providing generic products for mass consumption

The correct answer is: Marketing to a single, specific market segment

Targeted marketing involves focusing marketing efforts on a single, specific market segment. This strategic approach allows businesses to tailor their messaging, products, and promotions to meet the unique needs and preferences of that particular group, enhancing the effectiveness of the marketing campaign. By concentrating resources on a well-defined audience, marketers can create more personalized experiences, leading to higher engagement and better conversion rates. The other options represent broader or less focused approaches. Aiming at all potential customers dilutes the marketing message, making it less relevant to individual consumers. Marketing to several different segments can spread focus too thin, resulting in a lack of depth in understanding each segment's nuances. Lastly, providing generic products for mass consumption ignores the distinct needs of specific market segments, which can lead to reduced customer satisfaction and loyalty. Hence, targeted marketing, by homes in on one segment, creates stronger connections and drives better results.