2. Mass Marketing
ď Seller engages in mass production
ď There is mass distribution
ď Mass promotion to all buyers
ď It creates large potential market
ď This leads to low cost and high margin
ď But these days rising prices of advertisement and
distribution is making it difficult
4. Micro Marketing
:Segment Marketing
Market Segment consists of consumers who share
similar
Key Benefits:- set of needs and wants
⢠Better design of the product
⢠Better price
ďSector and segment are different, for
â˘eg:Better Indian middle class is a sector
Young delivery of product or service
⢠Better marketing activities
ď Segment is identified not created
5. Defining Market Segments
Homogeneous
Preference
⢠Roughly same preference
⢠No natural segments
Diffused
Preference
⢠Preference may be scattered
⢠Several brands exist
Clustered
Preference
⢠Distinct preferences
⢠Natural market segments exist
6. Micro Marketing
:Niche Marketing
Narrowly defined customer group seeking a distinctive mix
Companies in niche of benefits
marketing:-
⢠Are found in stable market
⢠Family owned or segments into
ď Identified by dividingclosely held sub segments
⢠Long Lived
ď Customer in niche has a distinctive set of needs
⢠Offer superior performance
⢠and is ready to Servicepremium for it.
Responsive pay a
⢠Punctual delivery
ď Niche is usually small and attracts only a few
⢠Customer Cream focused on cracked heels
ď Eg: Crack SR Intimacy
7. Micro Marketing
:Local Marketing
ď Serving to tailored needs and wants of local customer
groups( trading areas, neighbourhood, individual
stores, etc.)
ď Local Marketing reflects a growing trend called
grassroots marketing where marketing activities are
focused on getting close to individual customers.
Eg: Nike sponsors local school sports teams
8. Micro Marketing
:Customerisation
ď One-To-One Marketing
ď Companies allow individuals to customise their
products
ď Major advantage is that no information is required
about the customer
ď However product may be hard to repair and may cost
more.