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Mass marketing
occurs when a business decides to ignore market segments and go to the market as a 
whole with one standard offering. 
Targeted marketing
happens when a business targets one particular market segment, eg geographic (a 
country or area), age or gender, similar lifestyles, degree of loyalty. 
In 
differentiated marketing
, a business decides to target several segments with different marketing mix 
strategies, whereas 
undifferentiated marketing
is the same as mass marketing. 
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CHAPTER 6
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ORGANISATIONAL CULTURE AND COMMITTEES 
 
157 
1.6 Administration 
In many organisations administrative functions are carried out at head office as much as possible. When 
this is the case, the administration function is said to be 
centralised
. A 
centralised 
administration 
department involves as many administrative tasks as possible being carried out at a single central 
location.
1.6.1 Advantages of a centralised administration office 
(a) It 
provides 
consistency
, for example the same account codes are likely to be used no matter 
which part of the organisation submits an invoice. Everyone uses the same data and information. 
(b) 
It gives better 
security/control
over operations and it is easier to enforce standards. 
(c) 
Head office
is in a better position to know what is going on. 
(d) 
There may be 
economies of scale
available, for example in purchasing computer equipment and 
supplies. 
(e) 
Administration staff are in a 
single location
and more expert staff are likely to be employed. 
Career paths may be more clearly defined. 
1.6.2 Disadvantages of a centralised administration office 
(a) Local 
offices 
might