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a8oobra a8oobra
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Posts: 3806
6 years ago
Define micromarketing and its forms. How does it differ from concentrated and differentiated marketing strategies? Discuss.
Textbook 

Marketing: An Introduction


Edition: 7th
Author:
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magnasmagnas
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6 years ago
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More questions for this book are available here
 Micromarketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and places. According to the authors, micromarketers see the individual in every customer rather than the customer in every individual. Micromarketing encompasses local marketing and individual marketing. Marketers using local marketing tend to cater to the needs and wants of local customer groupscities, neighborhoods, and even specific stores. For example, discounters such as Wal-Mart customize their store's merchandise and promotions to match specific clientele. Citibank provides different mixes of banking services in specific demographic areas. In essence, local marketing is customized marketing to cater to the demographics of an area. On the other hand, individual marketing is marketing to the needs and preferences of individual customers. Labeled as one-to-one marketing and customized marketing, individual marketing has been driven by powerful computers, precise database marketing, and interactive communication media, such as e-mail, fax, and the Internet. Micromarketing differs from concentrated and differentiated marketing in that the latter two strategies are employed to satisfy the needs of market segments and niches, however, Micromarketing entails customizing offers to each individual customer.
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wrote...
6 years ago
I totally agree with your answer, I thought so too actually (not to take away from your glory Wink Face)

Thank you
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6 years ago
Good Slight Smile
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