Definition Concentrated Marketing. Description.
Concentrated Marketing is a market coverage and
Market Segmentation strategy
in which the product and marketing message is aimed at a (few) well-defined
segments of the consumer population in a market. Compare also:
Target Marketing.
Advantages: Allows small companies with limited resources
to achieve a strong position in the specific market segment it serves, without
mass production, mass distribution or mass advertising.
Disadvantages: Requires sophisticated marketing, ignores other
areas of the market, can cause problems in future as may make it more difficult
for company to expand.
Concentrated Marketing is particularly effective for small
companies with limited resources.
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Compare with:
Undifferentiated Marketing
| Concentration Strategy
| Differentiated
Marketing | Niche
Marketing | One-to-one
Marketing | Tie-in
Marketing |
Market Segmentation |
Profit Pools | Marketing
Mix | Extended Marketing
Mix
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