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. ...Show more

Summary

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
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Mass marketing and Targeted marketing"
with a personal 20% discount.
Grab the best paper

Related Essays

Ethical Dilemma Essay
John Zang, the Managing Director and founder of this French company had proposed specific budget for providing these incentives to the employees that handled calls from customers of ZNE Technologies’s associates and clients. The employee-incentive program was started on 4th April 2005 and was being executed without any issues.
8 pages (2000 words) Essay
Marketing Gum
It has entered the market with ferocity. The appeal of chewing gum has attracted consumers of developed and developing countries (Redclift, 2004, p. 02). It has come a long way from being just a personal treat; it is regarded as the “Medical confectionery” in the UK (Redclift, 2004, p.
4 pages (1000 words) Essay
Marketing Communications
Brands exist in the minds of the consumers, not only due to its experience by the customer, but principally due the long term impact of communication. Traditional marketing models have failed to capture the intricacy of consumer behaviour and as a result of that, established communication models were actively used by the markets.
10 pages (2500 words) Essay
Mobile Marketing
As times move ahead, the customer becomes more and more sophisticated and oriented towards technology. The booming generation has been born with technology and have never seen life without it. In such times, it is imperative for any organization to align their practices, policies and marketing attempts to the needs, wants and convenience of their customers so as to put maximum impact on the target audience about their product or company.
10 pages (2500 words) Essay
Direct Marketing
In contemporary business context, the wide spread use of bar codes for most commercial products, the computerisation of many business and government transactions, and the advances in data collection tools have provided us with huge amounts of data at unprecedented rates.
6 pages (1500 words) Essay
Personalized Marketing
Hyper competitive market forced the organization to adopt a strategic approach to retaining, upgrading and even terminating customers. Customer retention involves developing long term, cost effective links with customers for the mutual benefits of both the parties, but these efforts need not necessarily target all a firms customers with the same level of intensity.
7 pages (1750 words) Essay
Contemporary Marketing Issues and Strategic Marketing
The other four drivers that form the basis of an open enterprise are integrity, answerability, consideration and transparency, and the manner in which corporations can adhere to these values and attain sustainable growth and control costs through alleviating and managing risk in a better manner.
8 pages (2000 words) Essay
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT