MKT 100 Lecture Notes - Lecture 15: Sodium Bicarbonate, Fixed Cost, Caffeine

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Yanina Chevtchouk

Document Summary

Mass undifferentiated strategy means everyone gets same benefits and everyone thinks these benefits have the same value. Targets single segment with limited range of products. Althought they can only do one thing, they can be the expert in that. Company avooid extra production costs but has extra promotional costs bc strategies have to be diff for diff target markets. Retailers do this by offering products in store and online. Large consumer package goods company (colgate) use this. Allows companies to get a larger share of the market by increasing market for products overall. If market share falls off for one product and one segment, the risk is lower because there"s a lot of other products. Expensive because developing and implementing diff marketing mixes. Targeting strategy - customization, one to one, micro-marketing. Technology allows companies to customize design products for 1 consumer at a reasonable cost that the consumer would be willing to pay and it would still profit the company.