A strategy focusing on the overall market instead of specific customer segments is considered what?

The strategy that focuses on the overall market rather than specific customer segments is referred to as mass marketing. This approach aims to reach as many potential customers as possible by presenting a single marketing message or product offering to the entire market without differentiating between various consumer preferences or behaviors.

Mass marketing is effective for products or services that have universal appeal or when the marketer seeks to achieve brand recognition among a wide audience. This method involves using broad communication channels and promotional tactics designed to resonate with a large demographic, maximizing the reach of the marketing efforts. In many cases, mass marketing can lead to economies of scale, where the cost per unit of production and marketing decreases as the volume increases.

In contrast, niche marketing focuses on a specific segment of the market, tailoring products and marketing strategies to meet the particular needs of that group. Targeted marketing zeroes in on specific customer personas based on demographic, behavioral, or psychographic factors, while segmented marketing divides the broader market into subsets to cater to different customer needs. Each of these strategies addresses smaller, more defined audiences, which contrasts with the universal appeal targeted by mass marketing.