Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called marketing.
a. concentrated
b. differentiated
c. individual
d. mass
e. local

B. Differentiated.

Explanation: Reaching out to potential consumers by communicating the values and offered services is best described as marketing. Marketing efforts may be designed to focused on one particular segment of the market, called Undifferentiated marketing approach. Conversely, when marketing approach is focused on different segment of the market such that each segment is tailored to meet it's requirement, the we have a differentiated marketing approach.

With Port Orleans Shipping into three different segments including tourism, defense and trade, a differentiated marketing approach will be required in other to create a tailored communication about offers or values to customers in each market segment.

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