Question

Compare and contrast marketing strategies used in mass marketing, direct marketing, micro marketing, and one-to-one marketing.

Answer 1

 

The direct-marketing strategy is a type of marketing strategy in which the company connects wits prospective customers by getting in direct contact with them without the use of any marketing channel. This is therefore called direct marketing as it does not includes any intermediaries. For this strategy, the individual contribution of the sales reps is very important.

Micro-marketing is a type of marketing strategy in which a company focuses only on a niche market segment by offering a particular product or service. The niche market segment is characterized by specific traits if the customers which are not very general in nature. The size of the niche markets is narrower and requires focused marketing strategies.

One-to-one marketing strategy is a marketing strategy in which the focus of the company is to give individual purchase experience to the customers. This is made possible by the companies through personalized interactions with the customers and the main objective is to create a loyal customer base and get a high return on the investment.

A marketing strategy can be defined as a plan formulated by a company to use its limited resources in efficient achievement of organizational objectives of increasing sales. Through a marketing strategy, the company aims to make policies that help it to reach its most potential customer.

A complete marketing strategy consists of some major components like the details of the target market, how to reach them, the value proposition used by the company, the offerings made by the company, and the central and marketing  objectives of the company.