ABSTRACT
The target group on which an enterprise focuses comprises one or more segments. It is important for an enterprise to approach each segment such that the service or product has the greatest chance of success, leading to more sales. The marketing strategies assume the approach to the market via the marketing mix, where the aspects of the marketing mix for each segment can differ from the other segments. With the undifferentiated market approach, the enterprise approaches the segments in the target group with the same marketing mix. This is a form of mass approach, where the marketing mix is attuned to the average wishes of the target group. The differentiated approach assumes that for each segment or for several groups of segments, a specifically adapted marketing mix is compiled. The concentrated market approach means that the enterprise attunes its marketing mix to only one or a limited number of segments of the target group. The enterprise specialises on this segment.
