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Segmentation, Targeting and Positioning - page 5 / 20

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Mass marketing or Market segmentation?

Mass production, mass distribution, mass promotion  about the same product in about the same way to all consumers. Coca Cola

Why? Lowest cost, highest margin

Market segmentation - distinct needs, characteristics, or behavior who might require separate products or marketing mixes. P&G – laundry detergent, Sunsilk shampoo, Toyota

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