Compare and contrast the four marketing strategies used in mass marketing, direct marketing, micromarketing, and one-to-one marketing.

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The compare and contrast the four marketing strategies used in mass marketing, direct marketing,  micromarketing, and one-to-one marketing are as follows:-

Mass marketing, which is appropriate for products that are relatively simple and attractive to all consumers uses national media messages aimed at a single national audience with a single national price.

Direct marketing, on the other hand, is directed at particular market segments that are deemed to be “likely purchasers” and uses direct mail or phone messages. Direct marketers generally do not offer wide price variations but will offer special deals to loyal customers. It is most often used for products that can be stratified into several different categories.

Micromarketing is the first form of true database marketing. It is aimed at geographical units such as neighborhoods or cities, or specialized market segments. Prices are dynamically adjusted to reflect market conditions and competitor pricing, and this can even be done on a daily basis.

Personalized one-to-one marketing is suitable for products (1) that can be produced in very complex forms, depending on individual tastes, (2) whose price can be adjusted to the level of personalization, and (3) where the individual’s tastes and preferences can be effectively gauged. The marketing message is changed based upon the merging of the internal behavioral, transaction, and demographic data.

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