As the marketing director for a company that is planning to enter the business-to-business market for photocopy machines, you are attempting to develop an overall marketing strategy. You have considered the possibility of using mass marketing, concentrated marketing, differentiated marketing and custom marketing strategies.

a. Write a report explaining what each type of strategy would mean for your marketing plan in terms of product, price, promotion and distribution.

b. Evaluate the desirability of each type of strategy.

c. What are your final recommendations for the best type of strategy?