Mass Marketing

• Mass marketing is when a firm targets the whole of a market rather than a particular segment
• Advantages Mass Marketing

  • large scale production lowers costs
  • high revenues
  • can create a barrier to entry for new businesses
  • strong brand awareness
• Disadvantages Mass Marketing

  • high fixed capital costs
  • products are likely to be standardised
  • vulnerable to low cost competition from abroad
  • less scope for adding value