Undifferentiated Marketing

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Description of Undifferentiated Marketing. Explanation.

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Definition Undifferentiated Marketing. Description.


Undifferentiated Marketing is a market coverage strategy whereby differences within a market are ignored. Everyone is assumed the same. The company attempts to appeal to the whole market with a single product (line) or service (line) and marketing strategy. A single Marketing Mix is offered to the total market. This approach typically relies on mass manufacturing, mass distribution and mass advertising.


Advantages: very cost effective, low marketing complexity, reaches anyone.

Disadvantages: ignores segmentation, may lead to disappointing sales, can be wasteful.
 

Undifferentiated marketing is advisable when the competition is (still) scarce and when the product has mass appeal.


Also called Unsegmented Marketing or Mass Marketing.


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Resources - Undifferentiated Marketing

Media Selection: Media Characteristics, Types, Advantages and Disadvantages

 

Philip Kotler on Today's Relevance of Mass Advertising

 

The Internet / Social Media Revolution

 
 

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Compare with: Concentrated Marketing  |  Differentiated Marketing  |  Analytical CRM  |  Niche Marketing  |  Market Segmentation  |  Mass Customization  |  Profit Pools  |  Marketing Mix  |  Extended Marketing Mix

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