Wednesday, March 27, 2013

Target Marketing Strategies

A target market is a group of people for which an organization designs, implements, and maintains a marketing mix for.  The organization plans to make the marketing mix meet the needs of that specific group of people, which results in mutually satisfying exchanges.

There are three strategies used in target marketing.  The first is an undifferentiated strategy.  In an undifferentiated strategy there is one marketing mix for everyone.  It is also known as mass marketing, and it satisfies most customers with just one marketing mix.  The second strategy is a concentrated strategy.  In a concentrated strategy an organization targets their marketing mix on one market segmentation.  It is also known as niche marketing and it satisfies a specific group of people.  Finally, the third strategy is known as a differentiated target strategy.  In a differentiated target strategy an organization focuses their marketing mix on  several market segments.  There is a distinct marketing scheme for each of these segments.

A product that can be marketed with an undifferentiated strategy is milk.  Almost everyone drinks milk so it can be marketed to everyone with a single marketing strategy.  On the other hand, baby food is pretty much only consumed by babies, so it would be appropriate to use a concentrated strategy focusing in on a target market of parents.

What are some other products that you can think of that can use an undifferentiated strategy to market their products?


  1. Katie
    The first product that comes to mind is beef. In the early 90’s the beef council ran ads with the following slogan, “Beef. It’s what’s for dinner.” Ads for travel, like the ones for Michigan, California and Jamaica and auto insurance fit into this category. Their mass marketing effort gives them more bang for the buck.
    Is there a way that the beef council can use a different strategy?

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