Question

Soon-Yi Park’s chain of travel agencies has identified the lesbian, gay, bisexual, and transgender 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 Soon-Yi 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

Answer 1

Answer: Implement a mass marketing campaign

Explanation:

From the question, we are informed that Soon-Yi Park’s chain of travel agencies has identified the lesbian, gay, bisexual, and transgender community as a growing market that spends an increasing percentage of its income on travel.

The least effective component of a marketing plan for Soon-Yi to take advantage of this opportunity is implementing a mass marketing campaign. Rather, Soon-Yi should use a strategy relating to those in LGBT.