Rolls-Royce Does Not Want to Market to Every Driver in the U.S

Multiple Choice

Rolls-Royce does not want to market to every driver in the U.S. The company has identified a small group of people whose incomes and lifestyles make them most likely to purchase a Rolls. Since the car manufacturer's marketing efforts are concentrated on this group, Rolls can be said to be using a ________strategy.

A) undifferentiated marketing
B) multiple-segment
C) single-segment
D) mass marketing
E) market aggregation