The Melbourne International Comedy Festival (MICF) Is the Second Largest

Multiple Choice

The Melbourne International Comedy Festival (MICF) is the second largest dedicated comedy event globally. In an effort to expand the market, festival organisers developed a new product, The Comedy Roadshow, designed to take the festival on tour around Australia. MICF now has two major products: the main event which features approximately 400 performances staged over one month and which appeals to urban consumers aged under 35 years and the Roadshow which features 60 gigs and appeals to broader age groups living in regional districts. MICF's approach to segmentation is BEST described as:

A) differentiated marketing.
B) undifferentiated marketing.
C) local marketing.
D) mass marketing.
E) concentrated marketing.