Having segmented a market, the task is then to determine which segments are profitable to serve. The business can adopt one of three market segmentation strategies:
- undifferentiated marketing, in which the business attempts to go after the whole market with a product and marketing strategy intended to have mass appeal.
- differentiated marketing, in which the business operates in several segments of the market with offerings and market strategies tailored to each segment.
- concentrated marketing, in which the business focuses on only one or a few segments with the intention of capturing a large share of these segments.
- ^ American Marketing Association, AMA Dictionary.