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Segmentation, Targeting and Positioning - page 14 / 20

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Target Marketing: evaluate and select

Choosing a Target Marketing Strategy Depends on:

Company resources: limited resources – concentrated marketing.

Product variability: Uniform products, undifferentiated marketing. Steel. Variety products, differentiation or concentration. Automobiles.

Product’s life-cycle stage: new product, one version, undifferentiated or concentrated marketing. Mature stage, Differentiated.

Market variability: same tastes, buy same amounts, react same way to marketing offers, undifferentiated.

Competitors’ marketing strategies: competitors use differentiated or concentrated, then undifferentiated is suicidal. Competitors use undifferentiated, then differentiated gain advantage.

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