Sometimes the terms of primary and secondary target markets are confused and misunderstood, and a secondary target market is inadvertently referred to as a “second” target market, however this is not correct.
Both primary and secondary … Read more...
Concentrated marketing is a target market strategy where the firm focuses on one selected target market. It is a targeting strategy that is midway between an undifferentiated (mass marketing) strategy and a differentiated marketing strategy.
A firm using an undifferentiated targeting strategy does not … Read more...
Not necessarily.
There is certainly a significant overlap, and some marketing textbooks will use the term interchangeably. However, there are subtle differences between a concentrated marketing strategy and a niche marketing strategy.
The essence of “niche marketing” is where we … Read more...
There is a misconception that concentrated marketing will limit growth. However, while the set of consumers targeted is limited to a single target market, that does not restrict growth opportunities for the firm.
A concentrated marketer can grow through:
