Service companies need to position themselves in order to maximize compet-
itive advantage and to serve the target market e ectively. ere are basically
three quite distinct approaches to marketing strategy to select a target market:
undi erentiated market, di erentiated market (market segmentation) and
customization. A policy of undi erentiated or mass marketing emerges when
a rm deliberately ignores any di erences that exist within its markets and
decides instead to focus on a feature that appears to be common or acceptable
to a wide variety of buyers.
1
Di erentiated marketing is to serve the needs ...
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