Mass

• What is mass marketing?

  Marketing to the whole market with one product
• What does mass marketing ignore?

  Differences between various market segments
• What are some ways market segments can be categorized?

  By behavior, income, geography, and demographics
• How is mass marketing related to differentiated marketing?

  Mass marketing is the opposite of differentiated marketing
• What is a key benefit of mass marketing regarding pricing?

  Ability to charge relatively low prices
• In what type of market is mass marketing ideally used?

  In a large market focused on high sales
• What is the role of economies of scale in mass marketing?

  They help lower average unit costs
• What is one advantage of mass marketing regarding marketing research?

  Requires less need for marketing research
• How does mass marketing create brand awareness?

  By targeting the entire market
• What is a consequence of focusing on high volume sales in mass marketing?

  Ability to generate economies of scale
• What is a marketing economy of scale?

  Lower advertising cost per unit marketed
• Why is a large market critical for mass marketing success?

  To maximize the benefits of mass marketing
• How does a smaller product range benefit mass marketing?

  Increases operational efficiency and reduces costs
• What is a disadvantage of avoiding market segments in mass marketing?

  Less ability to meet every customer's needs
• What is a potential impact of lower prices in mass marketing?

  Lower profit margin per product
• What does higher competition in a large market imply for mass marketing?

  Need to reduce prices further
• What is a requirement for implementing mass production in mass marketing?

  Finance to implement production methods
• How has digital marketing affected mass marketing?

  It is suggested mass marketing is declining
• What is a key characteristic of customer needs in mass marketing?

  They are simple and general
• What are the pros and cons of mass marketing?

  Pros:

  • Requires less marketing research
  • Creates brand awareness
  • Focuses on high volume sales
  • Generates economies of scale

  
  

  Cons:

  • Less ability to meet customer needs
  • Lower profit margins
  • Higher competition in large markets
  • Expensive to implement
• How does mass marketing differ from niche marketing?

  • Mass marketing targets the entire market
  • Niche marketing focuses on specific segments
  • Mass marketing ignores market differences
  • Niche marketing tailors products to customer needs