undifferentiated marketing strategy
undifferentiated marketing strategya MARKETING STRATEGY for a product based on the use of the same MARKETING MIX format right across the market (uniform pricing, advertising messages, retail outlets, etc.). Contrasted with a DIFFERENTIATED MARKETING OR TARGETING STRATEGY OR CONCENTRATED MARKETING OR TARGETING STRATEGY which seeks to exploit particular MARKET SEGMENTS, the undifferentiated approach attempts to reach all classes of buyer. This approach is best suited to a market where the product being sold is relatively standardized and buyers require little in the way of product variety. Mass marketing the product on a uniform basis is simpler to organize and manage than a fragmented approach, and may yield lower unit selling and production costs by enabling the firm to take advantage of economies of scale in advertising and production. On the debit side, undifferentiated marketing may fail to realize fully a product's sales potential because of its inability to appeal to key customer segments.
Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson