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.

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