Mass Marketing

Good Essays
Topics: Marketing
Some claim that mass marketing is becoming less significant; others claim that it is not and that there will always be room for large brands that employ marketing programs that target the mass market. But which is the truth? Is mass marketing really dead, or is it still as alive as ever? The content to follow looks to further expand on the issue at hand.
First off, what exactly is “mass marketing”? In mass marketing, the company goes after the whole market, therefore ignoring all possible segment differences. The goal of this strategy is to design a marketing strategy for a product that can be sold to the largest and broadest range of consumers using both mass distribution and mass communication. Mass marketing is typically seen when the target market, or in this case all of the consumers, all have the same preferences and, at the same time, not many options are available. The known benefits of mass marketing are that it creates a large, if not the largest, potential market for a company. Then in turn, the result of having this large market can mean lower costs, lower prices, and higher profit margin. Also, because it is usually only one product or product type with not many variables, the costs put into research and development, product, inventory, transportation, marketing research, advertising, and product management also remain low, making mass marketing an ideal concept for most companies. It can be decided that mass marketing began taking shape during the industrial revolution, when the concept of manufacturing and selling the products on the market became a large interest to society. Companies began to notice that if more of a product is made, each individual product could be sold, and made, at a cheaper cost. This mindset got the companies to begin manufacturing large quantities of the same product, which then allowed them to spend less money on production costs, labor, and unit price. This resulted in higher profit and, consequentially,

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