Mass Marketing

(noun)

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

Examples of Mass Marketing in the following topics:

  • Undifferentiated Targeting

    • Viewing the market as a homogeneous aggregate leads to undifferentiated targeting and mass marketing.
    • Undifferentiated targeting occurs when the marketer ignores the apparent segment differences that exist within the market and uses a marketing strategy that is intended to appeal to as many people as possible.
    • Traditionally, undifferentiated marketing (also known as "mass marketing") has focused on radio, television, and newspapers as the medium used to reach this broad audience.
    • A truckload of general advertising is done to the mass market in the hope that some of them will hit a target.
    • Many mass marketed items are considered staple items.

  • Selecting Target Markets

    • Selecting and aiming marketing efforts to the correct target market for a product will help its success.
    • A well-defined target market is the first element to a marketing strategy.
    • While we have defined target markets in a general sense, it is still useful to discuss the characteristics of the primary types of markets: (1) consumer markets, (2) industrial markers, (3) institutional markets, and (4) reseller markets.
    • Marketers have outlined four basic strategies to satisfy target markets: undifferentiated marketing or mass marketing, differentiated marketing, concentrated marketing, and micromarketing or niche marketing.
    • Mass marketing - Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.

  • Direct Marketing

    • Direct marketing allows businesses and nonprofit organizations to advertise and market directly to customers via a variety of print and electronic mediums.
    • Direct marketing campaigns focus on the consumer, statistical data generated via outreach and the accountability of the marketer.
    • Direct marketing targets individual members of defined consumer groups.
    • It distinguishes itself from mass marketing by virtue of the distance between the manufacturer and the ultimate end user, seeking to deliver a specific "call to action" to consumers.
    • Direct marketing has cleared the way for a number of competitors to enter markets on a global level and has increased product offerings to fill niche markets.

  • Defining Consumers

    • Any product, good, or service that is developed must have a target market in mind, in order to be effectively marketed and sold.
    • In marketing, there are six types of target markets:
    • International and Global Markets (several markets distinguished by different needs and different cultures)
    • Markets segmented for strategic targets (markets segmented by strategy and product characteristics, and hence by characteristics of the buyer)
    • Now, there is a trend in marketing to individualize the concept of "A Consumer. " Rather than generating broad demographic profiles and psycho-graphic profiles of market segments (which has been the norm), marketers are now starting to engage in personalized marketing, permission marketing, and mass customization.

  • Introduction to Integrated Marketing Communications

    • Prior to the emergence of integrated marketing communications during the 1990s, mass communications—the practice of relaying information to large segments of the population through television, radio, and other media—dominated marketing.
    • The allocation of communication budgets away from mass media and traditional advertising has raised the importance of IMC importance for effective marketing.
    • a shift from mass media advertising to multiple forms of communication
    • IMC is also more cost-effective than mass media since consumers are likely to interact with brands across various forums and digital interfaces.
    • Discuss factors that have prompted the shift from mass communications to integrated marketing communications

  • Careers in Marketing

    • University students major in disciplines like business management, mass communications, and international marketing to prepare for entry- and mid-level careers at corporations, organizations or government institutions.
    • Marketing positions that support these functions include:
    • Field marketing managers conduct promotions in the field.
    • Other marketing roles commonly found in organizations include marketing communications managers, marketing analysts, marketing and sales assistants, marketing writers, and internal communications specialists.
    • Some companies customize marketing positions according to organizational or market needs.

  • B2B vs. Consumer Marketing: Similarities and Differences

    • B2B markets to individuals acting on behalf of organizations, while consumer marketing targets single individuals who pay for their own transactions.
    • A business marketing, or business-to-business (B2B) marketing, sale is made to a business or firm.
    • While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing.
    • Marketing to a business and marketing to an individual are similar in terms of the fundamental principles of marketing.
    • Both B2C and B2B marketing objectives reflect the fundamental principles of the marketing mix, and in both situations, the marketer must always:

  • Business Marketing

    • Also known as industrial marketing, business marketing is also called business-to-business marketing, or B2B marketing, for short.
    • Business-to-business (B2B) markets differ from business-to-consumer (B2C) markets in many ways.
    • For one, the number of products sold in business markets dwarfs the number sold in consumer markets.
    • While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing.
    • Namely, the marketer must always:

  • When to Extend Product Lines

    • A company can extend its product line using a down-market stretch, an up-market stretch, or a move both ways.
    • A company may notice strong growth opportunities as mass retailers such as Wal-Mart, Best Buy, and others attract a growing number of shoppers who want value-priced goods and decide to extend a product line to meet this demand.
    • The company can extend its product line with a down-market stretch, an up-market stretch, or a move both ways.
    • The company may notice strong growth opportunities as mass retailers such as Wal-Mart, Best Buy, and others attract a growing number of shoppers who want value-priced goods;
    • This two-way stretch won Texas Instruments (TI) an early market leadership in the hand-calculator market.

  • Concentrated Targeting

    • The target market for CVS Caremark is women since they make up 80% of the pharmacy chain's customers.
    • CVS has marketed its stores to aid women who are constantly multitasking.
    • An organization that adopts a concentration strategy chooses to focus its marketing efforts on only one very defined and specific market segment.
    • Accordingly, only one marketing mix is developed.
    • Concentrated targeting is particularly effective for small companies with limited resources as it does not require the use of mass production, mass distribution, and mass advertising.