Definition Undifferentiated Marketing. Description.
Undifferentiated Marketing is a market coverage strategy
whereby differences within a market are ignored. Everyone is assumed the same.
The company attempts to appeal to the whole market with a single product (line)
or service (line) and marketing strategy. A single
Marketing Mix is offered to the total
market. This approach typically relies on mass manufacturing, mass distribution
and mass advertising.
Advantages: very cost effective, low marketing complexity,
Disadvantages: ignores segmentation, may lead to disappointing
sales, can be wasteful.
Undifferentiated marketing is advisable when the competition
is (still) scarce and when the product has mass appeal.
Also called Unsegmented Marketing or Mass Marketing.
Undifferentiated Marketing Special Interest Group
Marketing | Analytical
CRM | Niche Marketing
| Market Segmentation
| Mass Customization
| Profit Pools |
Marketing Mix |
Extended Marketing Mix