Final answer:
Concentrated marketing strategy allows a marketer to target a specific group with a specially designed marketing mix, offering a personalized approach compared to mass marketing. Examples include Microsoft's market share variance based on market definition and media's shift to narrowcasting.
Step-by-step explanation:
In a concentrated marketing strategy, a marketer focuses on one specific group of consumers and tailors the marketing mix to appeal to that particular group. This approach is in contrast to mass marketing, where a company aims to reach the broadest possible consumer base. With concentrated marketing, it's about quality over quantity, aiming for a deeper connection and often a higher conversion rate with the targeted segment.
For instance, when defining a market, a company like Microsoft might have varied concentration levels based on how narrowly or broadly they define their market segment. Similarly, new media platforms often employ narrowcasting, which is similar to concentrated marketing tactics, as they target specialized audiences rather than the general public.
In the context of sampling, like when a health club surveys every tenth customer to understand usage habits, the method is not directly related to concentrated marketing but rather points to a systematic sampling design. It is the nuanced approach of identifying market segments and tailoring strategies that defines concentrated marketing efforts as distinct from other marketing strategies like mass marketing.