Marketing Targeting Strategies
Undifferentiated marketing targets the whole market with one offer.
• Mass marketing
• Focuses on common needs rather than what’s different
Differentiated marketing targets several different market segments and designs
separate offers for each.
• Goal is to achieve higher sales and a stronger position
• More expensive than undifferentiated marketing
Concentrated marketing (Niche marketing) targets a large share of one or a few
smaller segments or niches.
• Limited company resources
• Knowledge of the market
• More effective and efficient
Micromarketing is the practice of tailoring products and marketing programs to
suit the tastes of specific individuals and locations. It includes:
1. Local marketing: Involves tailoring brands and promotion to the needs
and wants of local customer groups. Examples are Cities, Neighborhoods
2. Individual marketing: Involves tailoring products and marketing
programs to the needs and preferences of individual customers.
➢ One-to-one marketing
➢ Mass customization & Markets-of-one marketing Three Levels of Product and Service
Core Customer Value: Is the most basic level and addresses the question “What is
the buyer really buying?”
When designing products, marketers must define the core, problem solving
benefits or services that consumers seek.
People who buy smart phones are buying more than a cellphone, email device, or
personal organizer. They are buying freedom and on-the-go connectivity to
people and resources.
Actual Product: At this level, product planners must turn the core benefit into an
actual product. They need to develop product and service features, design, a
quality level, a brand name and packaging.
Augmented Product: It must be built around the core benefit and actual product
by offering additional consumer services and benefits.
• The Samsung/Apple/HTC solution offers more than just a communication
device. It provides consumers with a complete solution to mobile
connectivity problems. Consumer products
Are products and services bought by final consumers for personal consumption.
Convenience products are consumer products and services that the customer
usually buys frequently, immediately, and with a minimum comparison and
Shopping products are consumer products and services that the customer
compares carefully on suitability, quality, price, and style. These are less
Specialty products are consumer products and services with unique
characteristics or brand ID for which a significant group of buyers is willing to
make a special purchase effort.
Unsought products are consumer products that the consumer doesn’t know or
knows about but doesn’t normally think of buying. Managing New-Product Development
Customer-centered new product development focuses on finding new ways to
solve customer problems and create more customer satisfying experiences.
• Begins and ends with solving customer problems
Team-based new-product development is a development approach where
company departments work closely together in cross-functional teams,
overlapping in the product-development process to save time and increase
Sequential new-product development is a development approach where
company departments work closely together individually to complete each stage
of the p