Setting objectives of the marketing strategy:

Question 1

What are the three broad types of marketing strategy an which parts of the market do they target?

Answer 1

Undifferentiated or mass
- Appeals to the whole market, or a large section of it, with a single product; for example, many branded wines available in supermarkets and other large retailes.

Niche
- Aiming a product at specific segment of the market; many wines are niche products.

Multiple
- Either appeals to numerous segments with one brand (each segment will potentially require a different marketing approach) or launching several brands each targetinf diffent segments.