concentrated marketing

concentrated marketing

or

targeting strategy

a MARKETING STRATEGY for a product which is based on the use of a MARKETING MIX format (pricing, advertising messages, sales promotion) aimed at one particular group of customers in the market. This approach thus focuses exclusively on one MARKET SEGMENT, rather than several market segments (DIFFERENTIATED MARKETING or TARGETING STRATEGY) or the whole market (UNDIFFERENTIATED MARKETING STRATEGY). Also known as a ‘focus’ or ‘niche’ strategy.

A concentrated marketing approach is particularly suited to a smaller firm with limited financial and marketing resources or a specialist producer, and could be used by a new entrant to the market as a means of establishing a toe-hold in the market before undertaking further expansion (see MARKET PENETRATION). By concentrating its resources narrowly, a firm may well be in a better position to boost its sales but, on the debit side, may fail to capitalize on the sales potential of other segments. Worse still, dependency on one segment leaves the firm unduly exposed to a fall in demand in that segment.

References in periodicals archive ?
These numbers are expected to climb as a concentrated marketing campaign continues strong.
Ferrero is planning concentrated marketing campaigns for its confectionery portfolio in the run up to Christmas, with TV advertising for its major brands.
After two years of concentrated marketing and equipment research the first EPC customer was secured and resulted in the foundry investing nearly $150,000 in a prototype line that would allow them to qualify the process and to specify the building of a full-fledged production line.
Kellogg's is lining up its marketing guns behind cereal brand Just Right for the company's most concentrated marketing campaign yet.
This Direct to Market business model, Global Promise[TM], is the cumulative result of years of combined industry experience and relationships that utilize a proven methodology of concentrated marketing efforts and focuses on specific demographic, psychographic, geographic and combined strategies in targeted markets.
These savings, together with increasing sales volumes from a consolidated Company and Shank Services business concentrated marketing and sales program, are expected to provide a positive impact on future cash flows and earnings, as early as the first quarter of the Company's 2006 fiscal year commencing July 1, 2005.
NASDAQ:NXTL) today announced the expansion of its concentrated marketing and sales initiative to introduce its differentiated wireless voice and data services to the Hispanic communities in Los Angeles and Miami.
These companies exemplify what LOCHHEAD calls lighting strategy in action by executing concentrated marketing and business initiatives that captured the attention of the market, changed the competitive landscape and drove revenue.
The Avotus rebranding represents the conclusion of concentrated marketing and technology efforts to rationalize diverse product lines into a single, robust portfolio.
It will provide increased local news coverage for readers and more concentrated marketing opportunities for local advertisers, just as our Globe West section has done for communities west of Boston.
We attribute the dramatic increase to not only the upgrades, but to a concentrated marketing effort and stepped up involvement from our alliance partner Cinema Now" (http://www.

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