Full market coverage, Marketing Management

Full market coverage: here a firm concentrates on serving many needs of a particular customer group. Only very large firms can undertake a full market coverage strategy. Examples include IBM (computer market), general Motors (vehicle market), and Coca - Cola (drink market). Large firms can cover the whole market in the two broad ways:

1.       In undifferentiated marketing, the firm ignores market segment differences and goes after the whole market with the one market offer. It focuses on a basic buyer need rather than on difference among buyers. It designs a product and a marketing program that will appeal to the broadcast number of the buyers.

2.       In undifferentiated marketing, the firm operates in the several market segments and designs different programs for each segment. Generally Motors does this when it says that is produces a car for every "purse, purpose and personality".

3.       Additional considerations: four other considerations must be taken into account in evaluating and selecting segments; ethical choice of the market targets, segment and super segments, segment by segment invasion plans, and their segment cooperation.

Posted Date: 9/19/2012 4:34:06 AM | Location : United States







Related Discussions:- Full market coverage, Assignment Help, Ask Question on Full market coverage, Get Answer, Expert's Help, Full market coverage Discussions

Write discussion on Full market coverage
Your posts are moderated
Related Questions
Suppose the US and Mexico both produce semiconductors and auto parts and the US has a comparative advantage in semiconductors while Mexico has a comparative advantage in auto parts

WHAT ARE THE CHALLENGES IN MARKETING MANAGEMENT IN SMALL SCALE RESTAURANTS AND TAKEAWAY

can anybody tell me where (a+b)2 is applicable in real world

select a company and explain th marketing mix

What is Budget allocation Sales department receives the bulk of the marketing budget in the organisation market, and little is spent on research in comparison with the consum

Question 1: The term "Below the Line Media" refers to the non-commission paying advertising media like direct mail, sales literature, point of sale display material, exhibition

Question: (a) Explain the purpose of internal marketing. (b) Identify the three levels organizational culture and discuss the importance organizational culture for successf

What is Line Filling in Product Line? Line Filling: A product line can also be length though adding more items into present product range there are a few reasons for li

State the Types of channels of distribution Generally we don't buy goods directly from the producers. Producers/manufacturers usually use services of one or more middlemen to s

process of disigning distribution channel