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
Disadvantages: High marketing costs, message may not reach
Also called Multi-segment Marketing or Segmented
Differentiated Marketing Special Interest Group
Special Interest Group (26 members)
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| Niche Marketing
| Market Segmentation
| Profit Pools |
Marketing Mix |
Extended Marketing Mix