Mass marketing refers to carrying out uniform
marketing
activities targeting all customers without segmenting (specific grouping) the target customers.
“Mass” means “a gathering without a clear form” or “the general public.” The terms “mass communication” and “mass
media
” are also used in the sense of something aimed at the masses.
Advantages and disadvantages of mass marketing
Here we will introduce the advantages and disadvantages of mass marketing.
- merit
If the products you handle are suitable for mass marketing, you can expect cost reductions through mass production and efficiency gains through unification of distribution and sales
channels
. Additionally, if you can expect to unify your sales channels, you can narrow down your advertising media.
Mass marketing is a marketing method that can hold down all costs from production to sales, and can be expected to secure large profits and market share. In reality, it can be said that marketing is often carried out by top companies (market leaders) with large budgets who can produce, sell, and advertise all at once, and the method can be compared to fishing with a cast net.
- Disadvantages
In recent years, customer preferences have become increasingly segmented, and the mainstream of marketing has shifted to targeting segmented customers.
The disadvantages of mass marketing are that it is not effective for segmented customers, that it is only possible to sell products and services that are acceptable to a wide range of customers (mostly food and daily necessities), and that an increasing number of generations do not watch TV or read newspapers. This is due to the fact that the use of mass media is becoming increasingly difficult.
Reference article
