Market parceling strategies

Market parceling strategies - This is about the differentiation or coverage of the market. Four alternatives result from a matrix that is structured according to market coverage and market cultivation, ie differentiation of the marketing program.

Zunächst hat ein Unternehmen zwischen den grundlegenden Marktbearbeitungsalternativen zu entscheiden: Undifferenziertes Massenmarketing oder Differenziertes Marketing bzw. Market segmentation

In mass marketing, standard products are offered that are able to satisfy the average needs of everyone, i.e. offer general satisfaction of needs.

In the case of market segmentation, i.e. the division or breakdown of the market into submarkets, special market segments or buyer groups are selected that are served with products tailored to them (combined with a corresponding marketing mix); accordingly, there is a special satisfaction of needs.

The next fundamental decision is market coverage. This can be comprehensive; however, only a part of the market can be covered.

The undifferentiated mass market strategy is a classic marketing strategy and is or was previously to be found in many companies in many markets. It is a standard strategy of the classic preference-oriented branded article concepts (Becker). The differences in the needs structures and in the behavior of the customers are not taken into account. The market is not seen as a structure made up of partial structures, but as an aggregate. When designing the product, the company does not focus on the differences among consumers, but on what they have in common; the provider tries to address the largest possible number of consumers. This procedure is also known as the shotgun concept (after Kotler).

Concentrated marketing, a mass market strategy with partial market coverage, is also mass-produced, but focuses on certain global sections of a market that is narrower than the basic market.

Was the explanation to "Market parceling strategies"Helpful? Rate now:

Weitere Erklärungen zu Anfangsbuchstabe "M"