Marketing Strategies: Differentiation and Distribution

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Questions and Answers

What is the benefit of a differentiated marketing strategy to retailers?

They have access to a range of products that appeal to different groups of consumers.

What is the main advantage of a concentrated marketing strategy?

It enables companies to pursue a large share of one or more small markets.

What is micromarketing?

The practice of tailoring products and marketing programs to fit the tastes of specific individuals and locations.

What is local marketing?

Tailoring brands and promotions to the needs and wants of local customer groups. Signup and view all the answers

What factors influence the choice of a market-coverage strategy?

Company resources, degree of product homogeneity, and market homogeneity. Signup and view all the answers

What is a key benefit of using an undifferentiated marketing strategy?

Reducing marketing costs Signup and view all the answers

What is market positioning?

The way a product is defined by consumers on important attributes. Signup and view all the answers

Which type of marketing strategy involves targeting multiple market segments with separate offers?

Differentiated marketing Signup and view all the answers

What is one of the positioning strategies?

Specific product attributes. Signup and view all the answers

What is a advantage of differentiated marketing over undifferentiated marketing?

Meeting specific customer needs Signup and view all the answers

What is target marketing?

A marketing strategy that targets a specific demographic or segment. Signup and view all the answers

What is a benefit of using niche marketing?

Competing effectively in niche sectors Signup and view all the answers

What is a challenge of using undifferentiated marketing?

Failing to meet specific customer needs Signup and view all the answers

What is a benefit of using mass marketing?

Broad market reach at a lower cost Signup and view all the answers

Why is target marketing effective?

It meets specific customer needs Signup and view all the answers

What is a limitation of differentiated marketing?

It may not reach a broader market audience Signup and view all the answers

What is the set of all actual and potential buyers of a product referred to?

Market Signup and view all the answers

What is the process of dividing a market into distinct groups of buyers who might require separate products and/or marketing mixes?

Market Segmentation Signup and view all the answers

What is the process of evaluating each segment's attractiveness and selecting one or more of the market segments?

Market Targeting Signup and view all the answers

What is the process of developing competitive positioning for the product and an appropriate marketing mix?

Positioning Signup and view all the answers

What type of marketing strategy targets a small, niche market with a specialized product or service?

Niche Marketing Signup and view all the answers

What type of marketing strategy targets a single, large market with a single product or service?

Undifferentiated Marketing Signup and view all the answers

What type of marketing strategy targets multiple, distinct markets with multiple products or services?

Segmented Marketing Signup and view all the answers

What type of marketing strategy targets a large, heterogeneous market with a standardized product or service?

Mass Marketing Signup and view all the answers

Study Notes

Distribution Strategy

Differentiated products appeal to retailers and distributors, helping attract and build an effective distribution channel.
Retailers benefit from dealing with a single supplier, with access to a range of products that appeal to different consumer groups.

Concentrated Marketing Strategy

Especially appealing to companies with limited resources, it pursues a large share of one or more small markets.

Micromarketing

Involves tailoring products and marketing programs to fit the tastes of specific individuals and locations.
Includes Local Marketing, SoLoMo (Social, Local, Mobile) Marketing, and other forms of targeted marketing.

Market-Coverage Strategy

Factors to consider:
Company resources
Degree of product homogeneity
Market homogeneity

Market Positioning

The way a product is defined by consumers on important attributes.
Strategies:
Focusing on specific product attributes
Highlighting the needs products fill or benefits products offer

Undifferentiated Marketing Strategy

Ignores market segmentation differences, targeting the whole market with one offer.
Advantages:
Cost-effective
Wide reach
Less research required
Improves brand recognition and future rewards

Differentiated Marketing Strategy

Targets several market segments, designing separate offers for each.
Advantages:
Meets specific customer needs
Enables competition in niche sectors
Can increase overall sales

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