Page 151 - Foundations of Marketing

118 Part 2 | Marketing Research and Target Markets

Figure 5.2 Targeting Strategies

Undifferentiated strategy

A AA AA
Product A AA AA
A AA AA
Price Distribution A AA AA
A AA AA
A AA AA
Promotion
A AA AA
Organization Single marketing mix Target market

Concentrated strategy

A A A AA
A AA AA
Product
A AA AA
B BB BB
Price Distribution B BB BB
B BB BB
C CC CC
Promotion C CC CC
C CC CC
Organization Single marketing mix Target market

Differentiated strategy

Product

Price Distribution
A AA AA
Promotion A A A AA
A AA A A
B BB BB
Marketing mix I B BB BB
B BB B B
C CC CC
C CC CC
Product C CC CC
Organization Target markets
Price Distribution

Promotion

Marketing mix II

The letters in each target market represent potential customers. Customers with the same letters have similar characteristics and similar
product needs.
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