Mass marketing is a strategy where a firm ignores differences between market segments and appeals to the whole market with one offer. It aims to reach the largest number of people possible, traditionally through radio. Mass marketing is suited for products where customer needs are general rather than specific. It allows for high production output and scale which reduces costs. However, profit margins per unit are low and there is little product variety since items are standardized. Examples include automobiles, dish soap, toothpaste, Coca-Cola, and mass retailers like Walmart.

1. MASS MARKETING

2. What is meant by mass
marketing?
Mass marketing. Mass marketing is a market
strategy in which a firm decides to ignore
market segment differences and appeal the
whole market with one offer or one strategy,
which supports the idea of broadcasting a
message that will reach the largest number of
people possible. Traditionally mass marketing
has focused on radio.

4. Mass Marketing Features
Customers form the majority in the
market
Customers needs and wants are
more “general” & less “specific”
Associated with higher production
output and capacity.

5. Mass Marketing Advantages
The market size is large, and its growth
prospects are also high as it comprises a large
portion of the population.
Companies also benefit from cost-efficiency
through higher economies of scale, whether
in production, marketing, promotion, or
other business functions.

6. Mass Marketing Disadvantages
The profit margin per unit is low
due to low prices, so companies rely
on volume to improve total profits.
Low product variety because the
product is standardized and
relatively uniform.

7. Examples of mass marketing include:
Automobiles
Dish Soap
Toothpaste
Coca-Cola
Mass Market Retailers (Walmart,
Target, Best Buy, etc.)

8. Khushi
Trade-Marketing Executive
Unit-2