Answered: In one paragraph for each question,…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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In one paragraph for each question, answer the questions in full sentences

1) Explain the difference between a targeted marketing strategy and a mass marketing strategy.

2) What are the advantages of utilizing a targeted marketing strategy?

Expert Solution

Step 1

A targeted marketing strategy is a strategy that aims at smaller and defined target segments. It produces more accurate results in comparison to mass marketing. On the contrary, mass marketing strategy refers to a strategy wherein a company decides to ignore the differences in the market segment and appeal to the entire market with a single strategy or offer. It makes the broadest appeal possible and thus the result obtained using this strategy can become diluted.

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