Hope Insurance Inc. customizes its marketing strategies to meet the needs of dif

Question

Hope Insurance Inc. customizes its marketing strategies to meet the needs of different customer groups. For its soon-to-be-retired customers, it advertises its insurance products as a means to a financially secure and comfortable old age. For customers aged 25 to 50 years, it promotes the same products as a means to a bright academic future for their children. Which of the following market segment approaches is best illustrated in this scenario? Total segment approach Niche market approach Concentration approach Mass market approach Multisegment approach

Explanation / Answer

The correct answer is Mass marketing.

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