Differentiated marketing is a combination of both undifferentiated marketing and concentrated marketing although, multi-segment marketing or differentiated marketing generates more total sales than undifferentiated or concentrated marketing, it does at the cost of increased expenses. Differentiated marketing combines the best attributes of undifferentiated marketing and concentrated marketing it appeals to two or more distinct market segments, with a different marketing plan for each. The differentiated marketing diagram below shows that a differentiated marketing strategy, targets marketing at different segments of the market option 3 concentrated marketing concentrated marketing occurs when a business concentrates its marketing effort on one segment of the market. Compare and contrast the standardized, concentrated, and differentiated global marketing strategies illustrate each strategy with an example from a global company your answer must be, typed, double-spaced, times new roman font (size 12), one-inch margins on all sides, apa format and also include references. Compare and contrast standardized, concentrated and differentiated global marketing critically evaluate each strategy with an example from a global company to illustrate the differences there is a tendency for international corporate-level strategies to be substituted for global marketing.
Differentiated marketing enables a firm to appeal to two or more distinct market segments, with a different marketing plan for each it combines the best aspects of undifferentiated marketing and concentrated marketing. Standardisation vs differentiation the two sides of the market globalisation debate started by levitt (1983 see chapter 2) are local marketing versus global marketing and focus on the central question of whether a standardised (global) or a differentiated , countryspecific marketing approach is better. Concentrated marketing or targeting strategy a marketing strategy for a product which is based on the use of a marketing mix format (pricing, advertising messages, sales promotion) aimed at one particular group of customers in the market. This research paper examines the issues of standardization (global strategy) and adaptation (customization) in global marketing strategy and suggests methods that can guide multinational companies compete effectively and efficiently within the international markets.
Product standardization and adaptation in international marketing: a case of mcdonalds i abstract companies marketing their products and/or services overseas are faced with the. Differentiated versus concentrated target marketing strategydifferentiated strategy which is best market segmentation and differentiated global strategybusiness text & cases, 3e google books result. The third target marketing strategy, differentiated global marketing, represents a more ambitious approach than concentrated target marketing also known as multisegment marketing, this approach entails targeting two or more distinct market segments with multiple marketing mix offerings. The global product is based on sense of standardization of 100 % the final product adjustment to the specific uniformity is used only in several and particular markets needs (only a part exceptional situations, in all external of final product can be standardized.
Compare and contrast standardized, concentrated, and differentiated global marketing illustrate each strategy with an example from a global company standardized (or undifferentiated) global marketing represents mass marketing on a global scale. Compare and contrast global targeting strategies: standardized, concentrated, and differentiated global marketing illustrate each strategy with an example of a global company standardized: a global mass market: the same marketing mix. Overview this report summarizes the proceedings of the marketing science institute's con-ference on global branding held june 20-21, 2000, in milan, italy. To better understand differentiated, concentrated and undifferentiated marketing strategies, it helps to look at an example from each perspective assume a restaurant is trying to market its new. Standardization is a framework of agreements to which all relevant parties in an industry or organization must adhere to ensure that all processes associated with the creation of a good are.
Differentiated global marketing: (attributed to al ries and jack trout who first introduced it in 1969 in an industrial marketing magazine) differentiating a brand in customers' minds in relation to competitors in terms of attributes and benefits that the does and doesn't offer. Product adaptations (also called differentiation or localization or customization) come in several forms marketing strategies in a country- by-country basis are tailored with the peculiarities of the local market by this, product adaptations are considered as necessary strategy in order to cater. Niche marketing (also called concentrated marketing) is a strategy that targets only one or a few very defined and specific segments of the consumer population the goal is to achieve high penetration among the narrowly defined target segments.
Concentrated global marketing the second global marketing strategy the same is true of standardized global communications this assessment can be performed by creating a product-market grid that maps markets as horizontal rows on a spreadsheet and products as vertical columns. Global marketing authority theodore levitt has noted that many ethnic and regional foodssushi, for exampleare enjoying popularity in many countries of the world this observation is known as: the domestication of consumption. Differentiation focus strategy is a hybrid of focus strategy and differentiation strategy with focus strategy, a company chooses a small segment of the industry to focus its marketing efforts on the advantage here is that there is less competition and, therefore, greater pricing flexibility. Concentrated global marketing 21positioning refers to the act of differentiating a brand in customers' minds in relation to competitors in terms of attributes and benefits that the brand does and does not offer.
There is a tendency for international corporate-level strategies to be substituted for global marketing strategies namely, multi-domestic strategy to concentrated marketing, global strategy to standardized marketing, and transnational strategy to differentiated marketing. Standardization advantages the standardization strategy denotes that corporations offer a uniform marketing program and/or process, (being the product, promotion, place and price) on a national, regional, or worldwide basis (chung, 2003. Correct answer: the three basic categories of target marketing strategies are: standardized marketing, concentrated marketing, and differentiated marketing standardized global marketing is analogous to mass marketing in a single country.