A firm uses one marketing programme for the entire market without distinguishing among customer segments. Which targeting approach is this?
Correct answer: A. Undifferentiated marketing
- A. Undifferentiated marketing
- B. Differentiated marketing
- C. Concentrated marketing
- D. Micromarketing
Explanation
Undifferentiated marketing treats the whole market as one broad group and uses a common marketing programme. Differentiated marketing serves several segments, while concentrated marketing focuses on one segment.
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Marketing covers how organisations identify customer needs, create value and exchange products or services through suitable markets. Key concepts include market segmentation, targeting, positioning, consumer behaviour, the marketing mix of product, price, place and promotion, branding, product life cycle and differences between marketing and selling.
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