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Question

Rolex, the premium wristwatch manufacturer, uses exclusivity as its marketing

strategy. With lower production quantities, high retail prices and a smaller

distribution network, the company targets only the most affluent buyers. Rolex's

segmentation is best described, as:

segment marketing.

mass marketing.

niche marketing.

repositioning.

Answer

Niche marketing.

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Rolex's marketing strategy is best described as niche marketing. This is because the company targets only the most affluent buyers, produces lower quantities of watches,...