Differentiated Marketing

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Description of Differentiated Marketing. Explanation.

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Definition Differentiated Marketing. Description.


Differentiated Marketing is a market coverage and Market Segmentation strategy in which the product is aimed at two or more specific segments in the market. The firm decides to target several segments and develops distinct products/services with separate Marketing Mix strategies aimed at the varying groups. This technique builds greater loyalty and repeat purchasing by considering customer needs and wants. The company may be trying to sell exactly the same product to different segments but it will change its promotional methods and the image it creates.


Advantages: Separate mix can be developed for each segment, different markets can be easily identified. Typically creates more sales then Undifferentiated Marketing.

Disadvantages: High marketing costs, message may not reach some customers.


Also called Multi-segment Marketing or Segmented Marketing.


Differentiated Marketing Forum
  What is Micro Marketing? Definitions
Micro marketing is the practice of tailoring a product or marketing program to suit the taste of particular individual or location.
Types of micro marketing:
- Local marketing: tailoring a brand or promotion to some a local customer group.<...
     
 

Differentiated Marketing Special Interest Group


Special Interest Group

 

Best Practices - Differentiated Marketing Premium

Expert Tips - Differentiated Marketing Premium

Resources - Differentiated Marketing Premium

Media Selection: Media Characteristics, Types, Advantages and Disadvantages

This presentation elaborates the concept of media, related to consumer behaviour and businesses. The presentation includes the following sections:
...
Usage (application): Mass Media, Media Selection, Channels, Advertising, Media Types, Media Scheduling
 

Customer Segmentation by Emotion: The EMO-index

Emotions are an important part of customers' overall experience and final decision making; therefore they contribute to value creation. Although the i...
Usage (application): Consumption Behavior
 
 

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Compare with: Undifferentiated Marketing  |  Differentiation Strategy  |  Concentrated Marketing  |  Niche Marketing  |  Market Segmentation  |  Profit Pools  |  Marketing Mix  |  Extended Marketing Mix

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