Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
8 Cards in this Set
- Front
- Back
|
Firms that produce only one product or product line and market it in the same manner to all consumers, are using what strategy?
|
Mass Marketing / Undifferentiated
|
|
|
Benefit to Mass Marketing
|
Costs much less to operate
|
|
|
Downsides to Mass Marketing
|
Many sizeable consumer segments have unique needs, this does not meet those needs.
|
|
|
What strategy uses numerous products are offered to different segments through differential use of the 4 P's (product, place, price, promotion)? Look at coca-cola, or levis.
|
Differentiated
|
|
|
What strategy is most often used by small firms that directs the firms efforts toward serving a very small segment?
|
Concentrarted
|
|
|
What is an extreme version of differentiated marketing?(product made for just one buyer)
|
Custom or one-to-one marketing
|
|
|
Segmentation must be....?
|
Objective driven
(Clarity of purpose and vision for action are critical to success) |
|
|
Good segmentation requires a....?
|
Strong partnership between end-users and researchers
|
