A mass marketing approach aims at a large, broad consumer market through one basic marketing plan. Use of this approach has declined in recent years due to the following:
1. Growth of competition.
2. Stimulated demand by appealing to specific segments.
3. Improved marketing research that pinpoints desires of different segments.
4. A reduction in total production and marketing costs because of segmentation.
A major objective of mass marketing is to maximize sales. For successful pure mass marketing, a large group of consumers must have a desire for the same product attributes or consumer demand must be so diffused that it would not be worthwhile for a firm to aim marketing plans at specific segments.
1. A firm sells items through all possible outlets.
2. Both total and long run profits should be considered.
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About Hitesh Bhasin
