Targeting Options

Once you have identified potential market segments, you must determine how you will approach these segments in your marketing

strategy.

Undifferentiated targeting strategy $-$ approach the marketplace as one large segment. You approach all consumers with the

same product offering and marketing mix.

Differentiated targeting strategy $-$ pursuing several different market segments. You recognize major enough differences in your

market segments that it would be beneficial to approach each with different product offerings and a unique marketing mix.

Niche marketing $-$ targeting a large share of a small market segment. This is usually done when you offer a very unique product

to a group that has highly specialized needs that is willing to spend more money to meet those needs.