Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists

Undifferentiated, Concentrated, and Differentiated Targeting Strategies

Segmentation refers to the process of dividing the market of consumers into groups based on one or more shared internal or external characteristics. After the segmentation process is complete, the next step is targeting, which involves the tourism marketer's choosing a segment or segments to which to communicate the promotional message. There are three different targeting strategies that a tourism marketer can implement. The tourism marketer must make the important decision as to whether he or she wishes to use an undifferentiated, concentrated, or differentiated targeting strategy (Table 5.1).

Table 5.1: Segmentation Strategies

Strategy

Description

Example

Undifferentiated

Sending the same promotional message to everyone

Promoting the city as a historic destination by placing ads in widely read newspapers

Concentrated

Designing a promotional message that communicates the benefits desired by a single specific segment

Promoting the city as historic by targeting elderly members of historical societies by placing ads in their newsletters

Differentiated

Designing more than one promotional message, with each communicating different benefits

Also targeting families by communicating a promotional message about the importance of children learning history

Undifferentiated Strategy

An undifferentiated targeting strategy is used when a company decides to communicate the benefits of its product by sending the same promotional message to everyone. For an undifferentiated strategy to be successful, the company's product must be readily available and affordable and must provide the same benefits to all consumers. Very few companies with consumer products meet these criteria. However, very large companies...

UNLIMITED FREE ACCESS TO THE WORLD'S BEST IDEAS

close
Already an Engineering360 user? Log in.

This is embarrasing...

An error occurred while processing the form. Please try again in a few minutes.

Customize Your Engineering360 Experience

close
Category: Advertising and Marketing Services
Privacy Policy

This is embarrasing...

An error occurred while processing the form. Please try again in a few minutes.