Answer to Question #164434 in Marketing for Kimberly Megan

Question

Mass marketing or undifferentiated marketing is fast becoming a thing of the past. Discuss this statement with supporting evidence for or against. Your response should outline the different types of targeting strategies and the types of products best suitable for each choice of target strategy.

Answer 1

Mass marketing or undifferentiated marketing is a strategy that a firm decides to ignore market segmentation appeal to the whole market with one offer or one strategy, which supports the idea of broadcasting a message that will reach the largest number of people possible. It aims to appeal to the largest portion of the market while ignoring niche demographic differences, to reach the highest number of potential customers possible.

Mass marketing has a large scope and is cost-efficient operating on a large scale since all advertising messages are spread via broadcasting and print media like televisions, newspapers, radio, and has the potential of reaching millions easily and conveniently like advertising for detergents via television. Mass marketing enables companies to gain economies of scale which helps the distribution of products cheaper as compared to serving and delivering products based on the specific target market. The image of the product is reinforced into the minds of consumers and easy to make orders creating a strong brand. However, Mass marketing makes the products and the company vulnerable to changes that occur in the market and customers are unable to develop trust and loyalty to that product brand leading to fewer margins. A company that uses a mass marketing strategy to satisfy everyone in the market with a single product can easily be challenged by competitors who strengthen on serving a smaller market segment with specific consumers. Mass Marketing is still an important mode of advertising and thus it has not become thing of the past.