Watson's Bakery found five different market segments among customers for its bakery goods. When developing a market-oriented strategy, the marketing manager used a ________ approach, putting two target markets together and developing a single marketing mix that would meet the needs of the new larger segment.

Marketing strategies are based on market segmentation, this means that in most products and services we do not address the global market, but rather specific groups of consumers. This is logical if we consider that the marketing is based on the client and if we want to adapt the offer we have to segment. This means that every day we have to analyze a larger number of smaller groups to reach globality. Today this technique is called microsegmentation. Hence the expansion in the development of increasingly specific and specialized products, the addition of service and customization to products, that is, converting products into products-services, and the expansion of direct marketing, which is the one that achieves more precise segmentation. and more personalized attention. Microsegmentation classifies groups by their different lifestyles.

The market strategies in a broad product-market are:

1. The method of the single target market: segment the market and choose one of the homogeneous segments, as the target market of the firm.

2. The multiple target market method: segment the market and choose two or more segments, each of which will be treated as a separate target market, which needs a different commercial mix.

3. The combined target market method: combine two or more sub-markets in a larger target market as the basis for a strategy