Mass marketing and Targeted marketing - Essay Example

Only on StudentShare

Extract of sample
Mass marketing and Targeted marketing

It includes Radio, Television, Newspapers and even the internet.
According to Jakacki (2001), some of the products that are suited for this marketing strategy include drinking juice, furniture, automobiles as well as mobile phones. An example of a company that has used this strategy with a good measure of success is Coca Cola. Other food manufactures such as Nestle and electronics giants like Sony have also used this strategy to reach a world wide market. The major advantage of this strategy is economies of scale since production is in large quantities.
At the other opposite end of mass marketing is targeted marketing or better still Niche marketing. Targeted marketing is aimed at a given market segment. A segment in this case may be a given geographic area, demographic profile such as the youth or behavioral segment based on variables such as income status or level of brand loyalty. There has been a shift from mass marketing to targeted marketing occasioned by a number of factors. Changing consumer patterns, the need to position products differently from competitors and the importance of being an expert in a given area.
Jakacki (2001) says that today's consumers have diverse needs. For instance there is a segment that is keen on losing weight, and another one which wants to avoid sugar. ...
Download paper


A mass marketing strategy is a business strategy that is aimed at reaching a wide and diverse market without any major emphasis on a specific segment. (Jakacki 2001). This strategy assumes that consumption patterns of consumers are almost similar and can be satisfied by one marketing mix strategy.
Author : kamille16

Related Essays

Marketing Gum
02). History of Chewing gum In the late twentieth century, chewing gum was exported to the United States of America (USA) from south eastern region of Mexico, known as Yucatan Peninsula. Mexico’s relationship with the USA developed tremendously in relations with the chewing gum market. Apart from modernity and consumer culture, chewing gum also boosts a person’s sporty appearance. Most of the sportsmen were spotted chewing gum during matches, which became a popular concept among teenagers and youth (Redclift, 2004, p. 05). Market of chewing gum in United Kingdom (UK) The market for...
4 pages (1004 words) Essay
Marketing Communications
This not only allowed compliance with the marketing plans, but also succeeded in directly addressing the issue of consumer behaviour. This study emphasizes on the strategic significance of communication and the long term effect on the consumers. In this study, one of the biggest telecommunication companies of UK, O2, has been chosen to evaluate its communication mix. In addition, a comparative study between O2 and one of its arch rivals, Vodafone, has also been carried out. The key findings were that both O2 and Vodafone use almost all the elements of communication mix, except direct and...
10 pages (2510 words) Essay
Mobile Marketing
Therefore, the marketers of today should have a hawks eye on any new marketing trends and issues so that they can be adopted and addressed respectively and so that they benefit the marketing activities of the product to the maximum possible.
10 pages (2510 words) Essay
Direct Marketing
Data is generated by transactions that form the foundation of many industries, such as retail, manufacturing, utilities, transportation, insurance, credit cards, and banking. In addition to these internal data, external data sources also provide demographic, lifestyle, and credit information on retail customers, and credit, financial, and marketing information on business customers. Data mining is a very useful tool to analyse business data
6 pages (1506 words) Essay
Personalized Marketing
Recent research has confirmed that most firms have several tiers of customers in terms of profitability and that these tiers often have different service expectations and needs. According to Valarie Zeithaml, Roland Rust and Katharine Lemon (2001), it's critical that service firms understand the needs of customers with different profitability tiers and adjust their service levels accordingly.
7 pages (1757 words) Essay
Contemporary Marketing Issues and Strategic Marketing
(Tapscott; Ticoll, 2003)
8 pages (2008 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!