What targeting strategy do mass marketers like Target and Walmart often use?

Mass marketers such as Target and Walmart typically utilize an undifferentiated targeting strategy. This approach involves designing a marketing mix that appeals to a broad audience rather than tailoring offerings to specific segments. The idea is to capture the largest possible market share by providing products that meet basic needs across a wide demographic.

Undifferentiated targeting is effective for brands like Target and Walmart because they offer a wide range of products that cater to various customer preferences without focusing narrowly on a specific niche. By doing so, they can simplify their marketing efforts and achieve economies of scale, which can lead to lower prices and greater accessibility for their customers. This strategy aligns with the overall business model of these retailers, who thrive on high volume sales and competitive pricing, making it a suitable choice for their mass-market appeal.