Undifferentiated (mass) marketing is a market-coverage strategy in which decides to ignore market segment differences and go after the whole market with one offer. Such a strategy focuses on what is common in the needs of consumers rather than on what is different. The company designs a product and a marketing program that will appeal toe the largest number of buyers.
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Consists of the larger societal forces that affect the microenvironment - demographic, economic, natural, technologies, political, and cultural forces
- Straight product extension
Straight product extension means marketing a product in a foreign market without any change. Top management tells its marketing people.
- Mental accounting
Mental accounting refers to the way consumers code, categorize, and evaluate financial outcomes of choices. Formally, it is “the tendency to categorize ...
- Industrial distributors
Industrial distributors– sell to manufacturers rather than to retailers. Provide several services, such as carrying stock, offering credit, and providing delivery.
- Product sales force structure
Product sales force structure refers to a sales force organization in which salespeople specialize in selling only a portion of the company’s products or lines.
Trend is a direction or sequence of events that has some momentum and durability.
- Break-even pricing
Setting price to break even on the costs of making and marketing a product or setting price to make a target return is called break-even pricing (target return pricing).