Saturday, July 26, 2008

Mass Marketing

In mass marketing the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers.

The traditional argument for mass marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can translate into either lower prices or higher margins.

The proliferation of advertising media and distribution channels is making it difficult to practice "one size fits all" marketing (mass marketing).

Many companies are retreating from mass marketing and turning to micromarketing at one of four levels.

Segment marketing
Niche marketing
Local marketing
Individual marketing

Philip Kotler

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