What is differentiated marketing? What are the advantages and disadvantages of this strategy?

Differentiated marketing means that a company develops individual marketing programs for different individual target segments.As it tailors products and marketing programs to the segments,it can better meet the segment-specific needs and requirements,and it can,therefore,create superior value and demand price premiums.The downside is a higher complexity of the organization and the product portfolio,lower economies of scale (standardized products and marketing mixes optimize economies of scale,but economies of scope can still be achieved across products/programs),and,as a consequence,higher unit costs.