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Unformatted text preview: C oncentrated Targeting S trategy Concentnted Targeting S'lnltegy iiiiiiiiiiiiiii Nlehe _ DrwHgmllntof _ .m_~ .t.- M ultisegm ent Targeting S trategy Muttlsegment Targeting Strategy 3/3/2010 • C oncentrated Targeting S trategy Advantage: • ceneentraucn or resources • MlH!Its narrowly denned segment • Small flnns can compete • 5t1ong po$ltionln~ Concllntnled Strategy .. Disadvantages: • Segments too small, or changing • Large ecmceutcrs may market [ 0 niche eegment Advantage: • Greater financial succen • Economies 01scale D;sacJvanrages: • High costs • Cannibalization • ProdU4;1 design costs • Produetlon costs ~ • Promotion costs .. • In...sntory c.osts Sftudon tN t occura When . . . . 0 1 . fMW produce cut Into • Mar1l,etingresearch costs .. .... o f. film'. eddnu • Management costs--- • Cannibalization Multllutgment StniIItegy M U ltisegm ent Targeting S trategy .....
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This note was uploaded on 09/01/2011 for the course MTK 340 taught by Professor Folger during the Spring '11 term at Iowa State.
- Spring '11