Concentrated Marketing

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Description of Concentrated Marketing. Explanation.

 

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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