RENTAL CAR MINI CASE: Rosetta Car Rental Operates Car Rental

Multiple Choice

RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide.It specifically targets vacationers and advertises in travel magazines and through travel web sites with a campaign that emphasizes its quality customer service and well-maintained cars.Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake.For example, Rosetta stocks more convertible cars in its warm California lots than in New York.Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear.
-In the RENTAL CAR MINI CASE,by focusing on a single segment (vacationers) of the market,Rosetta is using a(n) ________.

A) differentiated marketing strategy
B) undifferentiated marketing strategy
C) concentrated marketing strategy
D) mass marketing strategy
E) countersegmentation strategy