What are the two primary marketing strategies? What are the advantages and disadvantages of each approach?

The two basic strategies a company can adopt are undifferentiated and differentiated marketing.Undifferentiated marketing ignores segment differences and applies a "one-size-fits-all" approach: one product and one marketing program for all customers regardless of segment differences.This leads to benefits from scale,especially economies of scale in research and development,production,advertising,distribution,and other overhead expenditures.Undifferentiated marketing also simplifies organizational structures.Differentiated marketing means that a company develops adapted or customized marketing mixes for different target market segments.As it tailors products and programs to the segments,it can better meet the segment-specific needs and requirements,and can,therefore,create superior value and demand price premiums.The downside of differentiated programs includes the higher complexity of the organization and of the product portfolio,the diluted benefits of scale,and,as a consequence,the higher per-unit costs.