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

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