Let's consider the classification of marketing types. Depending on the orientation on the capture of the entire market or its share, there is a distinction between marketing:
1. Differentiated marketing. Speech in several segments of the market with development of the separate offer for each of them. So, corporation "General Motors" aspires to let out cars "for any purses, any purposes, any persons". By offering a variety of products, she hopes to achieve sales growth and deeper penetration in each of its market segments. She expects that by strengthening her position in several market segments, she will be able to identify a firm with this product category in the minds of consumers. Moreover, she expects to see an increase in re-purchases, since it is the product of the company that meets the wishes of consumers, not the other way around. The practice of differentiated marketing is resorted to by an increasing number of firms.
2. Undifferentiated marketing. Addressing the entire market with the same offer at once as opposed to focusing on one segment. In this case, the firm does not focus on what is different from each other's customer needs, but on what is common to these needs. It develops products and a marketing program that will seem attractive to as many customers as possible. It relies on mass distribution and mass advertising methods. It seeks to give the product an image of superiority in people's minds. An example of undifferentiated marketing is Hershey, which a few years ago offered one brand of chocolate for everyone. A firm that uses undifferentiated marketing usually creates products designed for the largest market segments.
3. Concentrated marketing. Concentration of marketing efforts on a large share of one or more sub-markets, as opposed to concentrating them on a small share of a large market. There are several examples of such concentrated marketing. Volkswagen has focused its efforts on the small car market, Hewlett Packard on the expensive calculator market, and the publisher of this book, Richard D. Irwin, on the economics and business textbook market. Thanks to concentrated marketing, the company has a strong market position in the segments it serves, as it knows the needs of these segments better than others and enjoys a certain reputation. Moreover, as a result of specialization in production, distribution and sales promotion, the firm achieves savings in many areas of its business.
4. Commodity-oriented marketing. Product (product or service) oriented marketing. If your company has produced an excellent product or can provide consumers with an excellent quality of service, then you can consider the work done only half, but not more than that. Market introduction can be considered completed only if someone else, outside your company, highly appreciates what you have done, and considers the product or service that you have made to be valuable and meaningful for your needs. This attitude to your work can only be seen in the fact that this someone will buy a product of your company. You can only buy what you at least know; what you know; what you know; whose virtues you know; that you know how to apply or use; from which you will be satisfied, you will be able to thank yourself. The more technically, the more perfect your child is, the more innovative it is, the more risky your business is in selling your product and promoting it in the marketplace. Release of a fundamentally new product, which has no analogues, requires a fundamentally new approach to marketing. It is always necessary to follow the rule: in all cases, the product should get to the place where the consumer is waiting for it most of all and therefore, most likely, will buy it. Product oriented marketing today is more suitable for different goods of non-production purpose.
The continuation follows.