Question

TEXTBOOK DEFINITION: Mass marketing means that all customers are treated the same. This approach might sound attractive because it simplifies the business (i.e., only one product needs to be of- fered), but it is usually unrealistic (because customers differ). Think of a simple commodity product like flour. We should be able to mass market flour; flour's flour, right? Au contraire, Pierre. There is all purpose flour, unbleached flour, wheat flour, brown rice flour, buckwheat flour, organic soy flour, whole grain oat flour, self-rising flour, flower power, etc. Different types of flour are available to meet the distinct needs of the flour-using segments.

Answer 1

Mass Marketing is a strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy.

Every product, no matter how big or small, is branded like pen, mobile, car, TV, Bike etc. Since there is a mixed variation of the customer base. differentiated marketing is preferred more than that of mass marketing.

Example of Mass Marketing-

Since, the main focus of this strategy is to complete the needs of the mass, there can be possible examples of telecom operators since the service is used by mostly everyone in a particular region, they need in somehow for several purposes.

These services are used by the complete market unlike the differentiated marketing where they target specific audience as per their product nature and characteristics.

Mass marketing is helpful where a product completes the need of the customer. There are many products available in the market that can simply complete the need of the customers but they do not meet the "demands" or the "wants" of the customer.

The concept of mass marketing is often practised in the marketing strategy of the products that are being used by the complete market with little or no differentiation. Mass marketing is very common in certain sectors like FMCG, consumer durables and several others. Further any brand that is having a target of satisfying the needs and wants of a customer should go for differentiated market rather than mass marketing.

Key points in Mass Marketing-

• Target the mass (large group of individuals)
• The main objective is to target as many people as it is possible to gain higher returns.
• Used for strengthening Brand Building, Brand Recalling or to when introducing a new product in the market.

Some advantages to consider Mass Marketing-

1. Target large groups
2. Single offering
3. Low promotion cost
4. Easy set up
5. Low investment

Some disadvantages of Mass Marketing-

1. Product not necessarily be liked by everyone
2. Poor sales
3. Variation in Customer Base
4. Considering everyone has same choice
5. Very high competition
6. Lower profits

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