After Analyzing Their Company's Strengths and Weaknesses, Top Managers at Loan

Multiple Choice

After analyzing their company's strengths and weaknesses, top managers at Loan Bright decided that they would serve individual loan officers who typically only wanted to purchase small sets of homebuyer data, rather than bigger institutional clients. To meet the needs of this segment, Loan Bright simplified its sales contract, restructured its advertising efforts to focus on Google ads, and created a separate customer-service department. Loan Bright's strategy is best described as a(n) ________ strategy.

A) overall cost leadership
B) focus
C) differentiation
D) diversification
E) promotional