Undifferentiated (Mass Marketing) - ANSWER-Firms sell a single product (with
same marketing approach) to all consumers.
Advantage to Undifferentiated Marketing - ANSWER-Economies of scale in
production, promotion, and distribution
,Benefit Segmentation - ANSWER-Based on the benefits that consumers seek
from a product. Ex: Toothpaste segmentation based on benefits like teeth
whitening, cavity protection, etc.
User Status - ANSWER-Markets can be divided on the basis of user status,
including non-users, first-time users, and regular users.
Loyalty Status/Brand Enthusiasm - ANSWER-Markets are divided on the basis
of the extent and depth of their loyalty to particular brands or stores. Ex:
Airline frequent flyer programs.
Disadvantage to Undifferentiated Marketing - ANSWER-Intense competition
and more sophisticated consumers
Survey Stage - ANSWER-understand consumer motivations, attitudes, and
behavior
Analysis Stage - ANSWER-identify consumer groups with similar
characteristics
, Profiling Stage - ANSWER-Profile each group in terms of their attitudes,
behavior, demographics, psychographics and media habits
Factors affecting the feasibility of segmentation - ANSWER-A marketing
segment must be: measurable, accessible, substantial, unique, appropriate,
and stable
Example of Undifferentiated Marketing - ANSWER-Ford's Model T, Black &
Decker
Differentiated (Product-Variety Marketing) - ANSWER-Firms provide a wide
variety of differentiated offerings to different segments (sometimes to all
consumers).
Advantage of Differentiated Marketing - ANSWER-Greater variety to
consumers
Disadvantage of Differentiated Marketing - ANSWER-Increased Costs
Example of Differentiated Marketing - ANSWER-Coca-Cola
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