Differentiated Marketing

Differentiated marketing is the marketing approach according to which the firm sells different products to all the different segments of the market

When different groups of consumers have different needs and wants,marketers can define multiplesegments. The company can often better design, price, disclose, and deliver the product or serviceand also fine-tune the marketing program and activities to better reflect competitors marketing. Differentiated marketing typically creates more total sales than undifferentiated marketing.
However, it also increases the costs of doing business. Because differentiated marketing leads toboth higher sales and higher costs, no generalizations about its profitability are valid. With selective specialization, a
firm selects a subset of all the possible segments, each objectively attractive and
appropriate. There may be little or no synergy among the segments, but each
promises to be a moneymaker. With single-segment concentration, the firm
markets to only one particular segment. The ultimate level of segmentation leads to “segments of one”,
“customized marketing”, or “one-to-one marketing” .

Sources:

⠀ Kotler, P., Keller, K. L.(2012). Marketing management (14th ed.). New Jersey: Prentice Hall (p. 255)

⠀ Kotler, P., Keller, K. L.(2012). Marketing management (14th ed.). New Jersey: Prentice Hall (p. 255-256)