Frosty Inc., a beverage manufacturer, only had one product in its line and was targeting all types of customers. With respect to the market coverage alternatives, which of the following best characterizes the approach used by the company?

a. benefit marketing

b. concentrated marketing

c. niche marketing

d. undifferentiated marketing

It is an undifferentiated marketing

Explanation:

Under undifferentiated marketing strategy, seller is not focusing on any segment of the market as its target customers. This product is produced without having a particular segment of customer in mind i. e a one size fits all type of product.

This type of strategy is not sustainable and it is probably going to get stalk in the middle because according to Michael Porter, you can either compete using cost-leadership, differentiated or focused strategy.

As a producer of undifferentiated product, you are neither using cost-leadership strategy nor differentiated strategy.