Certified Park and Recreation Professional (CPRP) Practice Exam

Which target market approach involves a mass market strategy when no distinct segments are identified?

1. Concentrated

2. Differentiated

3. Undifferentiated

4. Segmented

The correct answer is: Undifferentiated

The undifferentiated target market approach is characterized by a mass market strategy, which means that the organization does not tailor its offerings to specific segments within the broader market. Instead, it focuses on creating a single marketing mix that appeals to the entire market, assuming that there are no significant differences in consumer preferences or needs. This strategy can be efficient in terms of cost and can help build brand awareness across a wider customer base. Organizations that adopt an undifferentiated approach often emphasize the features or benefits of a product or service that are likely to appeal to the maximum number of consumers. This strategy is particularly effective when the product fulfills a basic need and when the market has homogenous characteristics, making it feasible to engage with all potential customers in a similar way. Other strategies, such as concentrated or differentiated approaches, focus on specific market segments or create distinct offerings for different segments, which differs fundamentally from the mass-market approach of undifferentiated targeting.