Advantages and Disadvantages of a Mass Marketing Strategy. Identi...

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Advantages and Disadvantages of a Mass Marketing Strategy. Identify the Types of Companies That This Strategy Works Best.

By | July 2012
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Market segmentation is a process of splitting customers, or potential customers, in a market into different groups, or segments, within which customers share a similar level of interest in the same or comparable set of needs satisfied by a distinct marketing proposition. Thus, there are 4 types of segmentation, which are mass marketing, niche marketing, selective marketing, and individual marketing. Mass marketing is refers to the maximum exposure of product advertising to consumers. It also means that advertising the idea and market products to specific target markets. Thus, the target market which is a segment of consumers that identified through research to buy some particular product. For example, bread, television, radio, and household cleaners are the products that advertising in mass marketing. Niche marketing is an effort to connect with and sell to a particular group of consumers. It also can define with some example of age, gender, geographic location, religion and others. In addition, niche marketing is opposite of mass marketing, niche marketing is investigate what is important of each consumers and offered goods and services to prove the interesting to a group of consumers. Selective marketing is also known as selective advertising; it is create to generate interest in a specific brand while abandoning concentration on product category. In general, selective marketing is targeting specific customers groups based on demographics such as gender, age and income.

Individual marketing which called one-to-one marketing, it is personalized marketing or relationship marketing that requires a company to be flexible and change its behavior for customer based on the reports. Thus, it must be able to adapt the product or service to each customer so that the business will be successful. Mass marketing is an approach to marketing a product where a business addresses all the segments within a market. It results in a single marketing mix is used for the...
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