Tag Archive

Product Marketing Strategies: The Limitations of Mass Marketing and Benefits of Market Segmentation

Published on May 19, 2011 By admin

It is widely understood that mass marketing, although advantageous to businesses by virtue of lower production and marketing costs, does not completely fulfill the needs of every customer in a market.  Nonetheless, many companies still employ this strategy.  And, it is particularly effective in the marketing of standardized goods and services – such as sugar, […]

Mass Marketing Defined

Published on May 6, 2011 By admin

Mass marketing is an attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media. Also called undifferentiated marketing, it maximizes product advertising to consumers.  Unlike niche marketing, that targets markets and audiences via research and analytical techniques, mass marketing advertises products to a large audience.

Mass Marketing in a Multi-Media Age: The KOllar Guard™ Case Study

Published on April 28, 2011 By admin

For the mass marketer, today’s complex, well-informed, market savvy consumer presents a far greater challenge than the consumer of even just a few years ago.  When coupled with the growth of media channels – broadcast, print, and new, the choices facing mass marketers can be dizzying. To navigate these often uncharted waters requires a captain […]