let's for session mass marketing this is for a level business so mass marketing is when a business markets to the whole market with his products therefore ignoring the differences between the various market segments now remember that market segments could be by behavior by income by geography by demographic or you're ignoring those when you're using mass marketing which is why it's sometimes referred to as um differentiated marketing which is clearly the opposite of niche marketing or niche marketing if you're American mass marketing you're going to use this marketing strategy in a large market ideally where the
business focus is on generating high sales that's a high volume of sales but with the ability to charge relatively low prices so if you're making lots of things and you're looking to bring down the prices then economies of scale being lowering your average unit costs are going to be of vital importance so you'll want to use economies of scale to drive down your costs to help facilitate mass marketing examples of mass marketing well many durable goods are mass marketed goods for example your fridges your freezers your home appliances TVs for example or furniture but also
beyond just durable goods also soft drinks like coca-cola or soap or gas and electric utilities they are all mass marketing goods because they ignore market segments and they are looking for high volume with the lower prices look at the pros are the advantages of mass marketing well firstly mass marketing requires less need for marketing research the reason why is because you're targeting the entire market you're not looking to use segmentation so clearly you need less research less marketing research in that case an added spin off of using mass marketing is this likely to create brand
awareness because you are targeting you are marketing to the whole market secondly using mass marketing indicates the business is focused on a high volume of sales and therefore if you focus on a I'm running the sales is likely you'll be creating the ability to generate economies of scale on a huge scale it could be on the operational production economies of scout site being through purchasing of buying economies or free technical economy it's maybe the introduction of flow production but also because this is mass marketing you're going to get marketing economies of scale because you're marketing
to a huge audience so therefore your advertising cost per unit per person marketed to is going to be lower it's going to be reduced it's important to say here that it is critical for the success of mass marketing that the market is large also to help really make the most of mass marketing if you have a smaller product range well that will help because that will mean that you can increase your operational efficiency you can really drum down on using a homogenous good one type of good and get though technical and purchasing economies of scale
and then you can really drive down your cost per unit which will increase your profit margins moving on to the cons of mass marketing well firstly if you're using mass marketing it suggests that you've avoided segments if you've avoided segments then clearly you are less able to meet every customers needs and if you're less able to meet every customers needs well then you're going to have less added value probably the case that you're going to have to lower your prices and if you lower your prices that means lower profit margin per product and also mass
marketing really likely exists in a large market and if you're in a large market that indicates you're going to have higher levels of competition and if you have higher levels of competition then you are definitely going to have to reduce those prices making the added value even smaller secondly mass marketing suits mass production mass marketing suits mass production and if you're going to implement this mass production maybe it's robotics or automation or some form of flow production then you're going to have to have the finance to implement that production that's expensive and additionally mass marketing
itself is expense is terrifically be expensive and with the advent of digital marketing then it's kind of suggested that mass marketing is a dying breed because with digital marketing what that allows for the marketer to reach a larger scale audience in a more efficient and cost-effective manner and that's basically what mass marketing is trying to do and we've seen in recent times with WPP cable companies well they're in trouble right now because they rely on mass marketing and maybe they are the department stores at the 2020s time will tell them that but either way mass
marketing the problems with it the likely to have to charge for lower prices you need finance to implement it and maybe mass marketing isn't the right place to go as many huge brands are now moving towards a digital marketing solution but to round up mass marketing it's good for a business seeking high sales that can exploit economies of scale to get that lower unit cost so it is able to charge lower prices but with mass marketing customer needs are simple and general our hope that helps and I'll see you of annex sesh
