3) Happy Holidays, chain of travel agencies has identified the lesbian, gay, bisexual, and transgender (LGBT) community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Happy Holidays to take advantage of this opportunity?A) develop a presence on LGBT-oriented social networking sitesB) position his agency as focused on specialized experiencesC) implement a mass marketing campaignD) place specially targeted ads in gay-themed publicationsE) advertise on LOGO, the cable television network aimed at gays and lesbians and their friends and family

Here, correct answer is Implement a mass marketing campaign

Happy Holidays, chain of travel agencies has identified the lesbian, gay, bisexual, and transgender (LGBT) community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Happy Holidays to take advantage of this opportunity?

Happy Holidays, chain of travel agencies has identified the lesbian, gay, bisexual, and transgender (LGBT) community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Happy Holidays to take advantage of this opportunity?

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter16: Integrated Marketing Communications

Section: Chapter Questions

Problem 8DRQ

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Concept explainers

Individual Branding

Individual branding is a marketing strategy companies can use to associate each individual product with its own brand. This strategy helps in protecting a company’s other products if one of them fails or does not gain a great significance in the market.

Question

3) Happy Holidays, chain of travel agencies has identified the lesbian, gay, bisexual, and transgender (LGBT) community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Happy Holidays to take advantage of this opportunity?

A) develop a presence on LGBT-oriented social networking sites
B) position his agency as focused on specialized experiences
C) implement a mass marketing campaign
D) place specially targeted ads in gay-themed publications
E) advertise on LOGO, the cable television network aimed at gays and lesbians and their friends and family

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