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dex0388 dex0388
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Compare and contrast concentrated marketing with micromarketing.
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Business in Action

Business in Action


Edition: 9th
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Concentrated marketing focuses on only a single market segment. With this approach, you acknowledge that various other market segments may exist but you choose to target just one. The biggest advantage of concentrated marketing is that it allows you to focus all your time and resources on a single type of customer. The strategy can be risky, however, because you've staked your fortunes on just one segment.
Micromarketing, or individualized marketing, is the narrowest strategy of all, in which firms target a single location or even a single customer. This approach can range from customizable products to major accounts sales teams that design entire marketing programs for each of their largest customers.

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