a) Undifferentiated marketing: Undifferentiated (mass marketing) is a market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. This mass marketing strategy focuses on what is common in the needs of consumers rather than on what is different. The company designs a product and a marketing program that will appeal to the largest number of buyers.
b) Differentiated Marketing: Differentiated marketing (segment marketing) is a market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each. General motors try to produce a car for every “purse, purpose, and personality.”
c) Concentrated Marketing: Concentrated marketing is a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches. It is especially appealing when company resources are limited. Instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches. Micro marketing: Micro marketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. Rather than seeing a customer in every individual, micro marketers see the individual in every customer. Micro marketing includes local marketing and individual marketing.
Local marketing: Local marketing involves tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores.
Individual marketing: Individual marketing—tailoring products and marketing programs to the needs and preferences of individual customers. Individual marketing has also been labeled one-to-one marketing, mass customization, and markets-of-one marketing.
