differentiated marketing strategy
Definition:
One of three basic marketing strategies (the other two being UNDIFFERENTIATED and CONCENTRATED). A differentiated strategy exists where the supplier seeks to supply a modified version of the basic product to each of the major subgroups which comprise the basic markets. In doing so he will develop a different MARKETING MIX in terms of the PRODUCT CHARACTERISTICS, its PRICE, PROMOTION and DISTRIBUTION, although attempts will often be made to standardize on one or more of these factors in the interests of scale economics (usually distribution, e.g. car dealerships, consumer durables etc.). Such differentiation is only possible for very large firms which can achieve a sufficient volume in each of the SEGMENTS to remain competitive.
Cross-References:
[undifferentiated marketing strategy]
[marketing mix]
[product characteristics]
[price]
[promotion]
[distribution]
[segment]
[concentrated marketing strategy]
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].