method for evaluating the various segments of the marketplace and deciding which segments to cover in the marketing of a particular product. Marketers generally adopt one of the following three general market coverage strategies: (1) undifferentiated marketing, which focuses on what is common in consumer needs in the marketplace and is effected by presenting one product for all markets or presenting all of a company's products in one market; (2) differentiated marketing, wherein several market segments are targeted for marketing campaigns with separate promotional offers for each market; (3) concentrated marketing, which focuses on one small part of the marketplace and is effected by a concentrated marketing promotion that seeks to gain a large share of the small market.
Market coverage strategy can also be applied to product distribution, describing the number of distribution outlets in a given market through which the product is available. In this case market coverage would be the percentage of outlets where the product is available compared to the number of possible outlets where the product could be available. Strategies would apply to the methods of evaluating and deciding the distribution outlets for a particular product.
