Marketing Ch8 part2

Marketing Ch8 part2 - need In undifferentiated marketing...

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Single-segment concentration – firm enjoys operating economics through specializing its production, distribution, and promotion. Risks- market segment can turn sour or a competitor may include the segment. A super segment is a set of segments sharing some exploitable similarity. Selective specialization – firm selects a number of segments, each objectively attractive and appropriate. Product specialization – firm makes a certain product that it sells to several different market segments. Risk – product may be supplanted by new technology. Market specialization – firm concentrates on serving many needs of a particular customer group. Full market coverage – firm attempts to serve all customer groups with all the products they may
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Unformatted text preview: need. In undifferentiated marketing, the firm ignores segment differences and goes after the whole market with one offer. In differentiated marketing, firm operates in several markets and designs different products for each. • Segment-by-segment invasion plans • A company would be wise to enter one segment at a time. • Mega marketing is the strategic coordination of economic, psychological, political, and public relations skills, to gain the cooperation of a number of parties in order to enter or operate in a given market. • Marketers must target segments carefully to avoid consumer backlash....
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