Question

Q 18. Explain
a) Mass Marketing Strategy
b) Large segment Strategy
c) Niche Segment Strategy​

Answer 1

Answer:

ᴀ). ᴍᴀss ᴍᴀʀᴋᴇᴛɪɴɢ ɪs ᴍᴀʀᴋᴇᴛɪɴɢ ᴡɪᴛʜ ᴛʜᴇ ɪɴᴛᴇɴᴛɪᴏɴ ᴏғ sᴇʟʟɪɴɢ sᴏᴍᴇᴛʜɪɴɢ ᴛᴏ ᴀs ᴍᴀɴʏ ᴘᴇᴏᴘʟᴇ ᴀs ᴘᴏssɪʙʟᴇ. ᴛʜᴇʀᴇ's ɴᴏ ʀᴇϙᴜɪʀᴇᴍᴇɴᴛ ғᴏʀ ʙᴜɪʟᴅɪɴɢ ʀᴇʟᴀᴛɪᴏɴsʜɪᴘs ᴏʀ ʙᴇsᴘᴏᴋᴇ ᴍᴇssᴀɢɪɴɢ; ᴛʜᴇ ғᴏᴄᴜs ɪs ᴏɴ ᴠᴏʟᴜᴍᴇ sᴀʟᴇs. sᴏᴍᴇ ᴄᴏᴍᴘᴀɴɪᴇs ᴀʀᴇ ᴀʙʟᴇ ᴛᴏ ᴇxᴇᴄᴜᴛᴇ ᴍᴀʀᴋᴇᴛɪɴɢ sᴛʀᴀᴛᴇɢɪᴇs ᴛʜᴀᴛ ᴀʀᴇ ʀᴇʟᴇᴠᴀɴᴛ ᴛᴏ ᴀ ᴡɪᴅᴇ ᴀᴜᴅɪᴇɴᴄᴇ.

ʙ) ʟᴀʀɢᴇ sᴇɢᴍᴇɴᴛ sᴛʀᴀᴛᴇɢʏ: ᴡʜᴇɴ ᴀ ᴍᴀʀᴋᴇᴛ ɪs sᴇɢᴍᴇɴᴛᴇᴅ ᴀɴᴅ ᴍᴀʀᴋᴇᴛɪɴɢ ʀᴇsᴏᴜʀᴄᴇs ᴀʀᴇ ʟɪᴍɪᴛᴇᴅ, ᴛʜᴇ ᴍᴀʀᴋᴇᴛᴇʀ ᴍᴀʏ ᴅᴇᴄɪᴅᴇ ᴛᴏ ᴘᴜʀsᴜᴇ ᴀ ʟᴀʀɢᴇ sᴇɢᴍᴇɴᴛ sᴛʀᴀᴛᴇɢʏ. ᴀ ᴍᴀss ᴍᴀʀᴋᴇᴛ ᴍᴀʏ ʙᴇ sᴇɢᴍᴇɴᴛᴇᴅ sᴀʏ ɪɴᴛᴏ ᴛʜʀᴇᴇ ᴄᴏʀᴇ sᴇɢᴍᴇɴᴛs.

ᴄ) ɴɪᴄʜᴇ ᴍᴀʀᴋᴇᴛɪɴɢ ɪs ᴀɴ ᴀᴅᴠᴇʀᴛɪsɪɴɢ sᴛʀᴀᴛᴇɢʏ ᴛʜᴀᴛ ғᴏᴄᴜsᴇs ᴏɴ ᴀ ᴜɴɪϙᴜᴇ ᴛᴀʀɢᴇᴛ ᴍᴀʀᴋᴇᴛ. ɪɴsᴛᴇᴀᴅ ᴏғ ᴍᴀʀᴋᴇᴛɪɴɢ ᴛᴏ ᴇᴠᴇʀʏᴏɴᴇ ᴡʜᴏ ᴄᴏᴜʟᴅ ʙᴇɴᴇғɪᴛ ғʀᴏᴍ ᴀ ᴘʀᴏᴅᴜᴄᴛ ᴏʀ sᴇʀᴠɪᴄᴇ, ᴛʜɪs sᴛʀᴀᴛᴇɢʏ ғᴏᴄᴜsᴇs ᴇxᴄʟᴜsɪᴠᴇʟʏ ᴏɴ ᴏɴᴇ ɢʀᴏᴜᴘ—ᴀ ɴɪᴄʜᴇ ᴍᴀʀᴋᴇᴛ—ᴏʀ ᴅᴇᴍᴏɢʀᴀᴘʜɪᴄ ᴏғ ᴘᴏᴛᴇɴᴛɪᴀʟ ᴄᴜsᴛᴏᴍᴇʀs ᴡʜᴏ ᴡᴏᴜʟᴅ ᴍᴏsᴛ ʙᴇɴᴇғɪᴛ ғʀᴏᴍ ᴛʜᴇ ᴏғғᴇʀɪɴɢs.

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