O que é marketing de massas? marketing one-to-one? marketing segmentado? marketing concentrado?
Marketing de massas
Consiste em ignorar as diferenças
existentes entre os consumidores, direccionando a acção para o
conceito de consumidor médio, procurando uma política
indiferenciada. Consiste em oferecer o mesmo produto, ao mesmo preço,
com a mesma promessa e nos mesmos locais a todos os consumidores.
Marketing
one-to-one
Toma em consideração as
particularidades de cada indivíduo que compõe o mercado,
direccionando a sua acção para uma actuação por medida.
Marketing
segmentado
Consiste em dividir o mercado num
número reduzido de subconjuntos, denominados segmentos, devendo cada
segmento ser suficientemente homogéneo a nível de comportamentos,
motivações, necessidades, etc. Os segmentos devem ser
suficientemente diferentes uns dos outros de forma a justificarem a
adoção de políticas de marketing distintas.
Marketing
concentrado
Designa as estratégias de segmentação
concentradas num único s…
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