Exclusive segmentation

(undifferentiated marketing)

In the exclusive segmentation option all people in the market for a type of product are deemed as potential customers (for example, all the people in the market for a package holiday). Hence the same marketing communications are deployed very widely across a number of different media channels to target the widest possible group of travellers. One example here is the tour operator First Choice, which although, like Page and Moy offers a range of different travel products, the marketing mix and communications strategy employed is universal.