What are the three modes of marketing strategy?

Three modes of corporate target marketing strategy: undifferentiated marketing, differentiated marketing, and centralized marketing.

1, undifferentiated marketing

The advantage of undifferentiated marketing is that due to the single product, it is conducive to standardization and large-scale production, reducing the cost of research and development, production, storage, transportation, promotion and so on, and obtaining a competitive advantage in the market at low cost.

The disadvantage is that it ignores the differences in market demand between different enterprises, and it is difficult for enterprises to adopt it for a long time. Once competitors adopt differentiated or centralized marketing strategies, enterprises must give up undifferentiated marketing, otherwise, customers will lose a lot.

2. Differential marketing

Enterprises target different sub-markets, launch different products, and implement different marketing programs to maximize the satisfaction of the needs of each market segment. As can be seen from the case information in the first section of this chapter, due to the competition between Pepsi and many beverage manufacturers, Coca-Cola has abandoned indifferent marketing and turned to differentiated marketing.

The advantage of differentiated marketing is that companies can design, market and promote their products for different market segments, which is conducive to increasing product competitiveness and market share; it is also conducive to establishing the reputation of the company and the brand.

The disadvantage is that the production of multiple varieties will inevitably increase the cost of production and marketing, and increase the difficulty of management. Therefore, this strategy is mostly used by large companies with strong strength.

3, centralized marketing

Enterprises will focus all the resources power to one or a few sub-markets of similar nature as the target market, in order to obtain a larger market share in a smaller number of sub-markets. For example, Lihua Fast Food chooses only the work fast food market as its target market and adopts a centralized marketing strategy.

The advantages of centralized marketing are the concentration of the target market, the concentration of enterprise resources, the rapid development of marketable products, the establishment and strengthening of the image of the enterprise and the product, but also conducive to reducing the production costs, saving marketing costs, and increasing corporate profits.

The disadvantage is that the target market is narrow, high operational risk. Once the market demand suddenly changes, or there are strong competitors, the enterprise may be in trouble. This strategy is suitable for small enterprises with weak strength and few resources.

Expanded Information:

Characteristics of corporate target marketing strategy:

1, global Global Global indicates the status, importance and scope of marketing strategy.

2, long-term Long-term refers to the time required for the marketing strategy objectives.

3, programmatic programmatic refers to the marketing strategy of the commanding role.

4, competitive Competitive refers to the implementation of marketing strategy in the process of fierce competition.

5, contingency Contingency refers to the marketing strategy to make appropriate adjustments in a timely manner.

6, stability Stability refers to the marketing strategy must remain relatively stable, can not be changed.

Baidu Encyclopedia - Target Marketing Strategy

Baidu Encyclopedia - Marketing Strategy