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Segmentation, Targeting and Positioning - page 12 / 20

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Target Marketing: evaluate and select

Selecting target market segments

Target marketing strategies:

Target broadly (undifferentiated / mass marketing): ignore market segments, go after the whole market with one offer. Coca-cola, keep down cost

Differentiated marketing: target several market segments and designs separate offers for each. GM (cars for every “purse, purpose, personality”); P&G – more total market share. Increase cost

Concentrated (niche) marketing: large share of one or a few segments or niches, ignored by larger competitors. limited resources, gain operating economies through specialization. Porsche – sports car market, Volkswagen – small car market.

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